Grammy presentation
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The document outlines a campaign created by TBWA/Chiat/Day Los Angeles for the Recording Academy's 52nd Annual GRAMMY Awards. The campaign's primary objective was to increase ratings among key demographics by 15% by making the GRAMMYs feel more authentic, user-focused, and collaborative. This was achieved through a website allowing fans to generate real-time content, measuring artist buzz online, and influencer events. The campaign doubled its rating increase objective and improved perceptions of the GRAMMYs among younger audiences.
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The Origins of the Dwayne Johnson Kidnapping Saga
Dwayne Johnson: A Brief Background
Before discussing the specifics of the kidnapping. it is crucial to understand who Dwayne Johnson is and why his kidnapping would be so significant. Born May 2, 1972, Dwayne Douglas Johnson is an American actor, producer, businessman. and former professional wrestler. Known by his ring name, "The Rock," he gained fame in the World Wrestling Federation (WWF, now WWE) before transitioning to a successful career in Hollywood.
Johnson's filmography includes blockbuster hits such as "The Fast and the Furious" series, "Jumanji," "Moana," and "San Andreas." His charismatic personality, impressive physique. and action-star status have made him a beloved figure worldwide. Thus, the news of his kidnapping would send shockwaves across the globe.
Setting the Scene: The Day of the Kidnapping
The incident of Dwayne Johnson's kidnapping began on an ordinary day. Johnson was filming his latest high-octane action film set to break box office records. The location was a remote yet scenic area. chosen for its rugged terrain and breathtaking vistas. perfect for the film's climactic scenes.
But, beneath the veneer of normalcy, a sinister plot was unfolding. Unbeknownst to Johnson and his team, a group of criminals had planned his abduction. hoping to leverage his celebrity status for a hefty ransom. The stage was set for an event that would soon dominate worldwide headlines and social media feeds.
The Abduction: Unfolding the Dwayne Johnson Kidnapping
The Moment of Capture
On the day of the kidnapping, everything seemed to be proceeding as usual on set. Johnson and his co-stars and crew were engrossed in shooting a particularly demanding scene. As the day wore on, the production team took a short break. providing the kidnappers with the perfect opportunity to strike.
The abduction was executed with military precision. A group of masked men, armed and organized, infiltrated the set. They created chaos, taking advantage of the confusion to isolate Johnson. Johnson was outnumbered and caught off guard despite his formidable strength and fighting skills. The kidnappers overpowered him, bundled him into a waiting vehicle. and sped away, leaving everyone on set in a state of shock and disbelief.
The Immediate Aftermath
The immediate aftermath of the Dwayne Johnson kidnappin
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Orpah Winfrey Dwayne Johnson: Titans of Influence and Inspiration
Introduction
In the realm of entertainment, few names resonate as Orpah Winfrey Dwayne Johnson. Both figures have carved unique paths in the industry. achieving unparalleled success and becoming iconic symbols of perseverance, resilience, and inspiration. This article delves into the lives, careers. and enduring legacies of Orpah Winfrey Dwayne Johnson. exploring how their journeys intersect and what we can learn from their remarkable stories.
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Early Life and Backgrounds
Orpah Winfrey: From Humble Beginnings to Media Mogul
Orpah Winfrey, often known as Oprah due to a misspelling on her birth certificate. was born on January 29, 1954, in Kosciusko, Mississippi. Raised in poverty by her grandmother, Winfrey's early life was marked by hardship and adversity. Despite these challenges. she demonstrated a keen intellect and an early talent for public speaking.
Winfrey's journey to success began with a scholarship to Tennessee State University. where she studied communication. Her first job in media was as a co-anchor for the local evening news in Nashville. This role paved the way for her eventual transition to talk show hosting. where she found her true calling.
Dwayne Johnson: From Wrestling Royalty to Hollywood Superstar
Dwayne Johnson, also known by his ring name "The Rock," was born on May 2, 1972, in Hayward, California. He comes from a family of professional wrestlers, with both his father, Rocky Johnson. and his grandfather, Peter Maivia, being notable figures in the wrestling world. Johnson's early life was spent moving between New Zealand and the United States. experiencing a variety of cultural influences.
Before entering the world of professional wrestling. Johnson had aspirations of becoming a professional football player. He played college football at the University of Miami. where he was part of a national championship team. But, injuries curtailed his football career, leading him to follow in his family's footsteps and enter the wrestling ring.
Career Milestones
Orpah Winfrey: The Queen of All Media
Winfrey's career breakthrough came in 1986 when she launched "The Oprah Winfrey Show." The show became a cultural phenomenon. drawing millions of viewers daily and earning many awards. Winfrey's empathetic and candid interviewing style resonated with audiences. helping her tackle diverse and often challenging topics.
Beyond her talk show, Winfrey expanded her empire to include the creation of Harpo Productions. a multimedia production company. She also launched "O, The Oprah Magazine" and OWN: Oprah Winfrey Network, further solidifying her status as a media mogul.
Dwayne Johnson: From The Ring to The Big Screen
Dwayne Johnson's wrestling career took off in the late 1990s. when he became one of the most charismatic and popular figures in WWE. His larger-than-life persona and catchphrases endeared him to fans. making him a household name. But, Johnson had ambitions beyond the wrestling ring.
In the early 20
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2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
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7:个人信誉贷款加10分
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留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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Grammy presentation
- 1. A N N A S E I L E R & B R O O K E F R A N C E S C H I N I “How We Took the GRANNY Out of GRAMMYs”
- 2. Background Information Client: The Recording Academy’s 52nd Annual GRAMMY Awards Agency: TBWA/Chiat/Day Los Angeles Competition: People’s Choice Awards, AMA’s, MTV Music Awards
- 3. The Challenge Raise GRAMMY ratings in the “dead, declining, obsolete, out of touch” music industry
- 4. Challenge Components Is the music industry dying? The last increase in GRAMMY ratings was in 1984 Questionable past music knowledge Client uninterested in social media Low budget & messy mix of media MTV had a lot more airtime
- 5. Primary Objective Increase ratings by 15%, approximately 2.5 million people, from 2009 among the core age group audiences of 18-34 and 18-49
- 6. Secondary Objectives Change GRAMMY perception of 18-34 and 18-49 demographics by bringing the show into the digital age Drive higher levels of fan engagement Substantially impact culture
- 7. Research Methods Listening audits identified trends Case studies and methodology tracking Tracked digital vs. album sales
- 8. The Big Idea Music industry is NOT dead, but evolving Online fans can now: Discover & share music instantly Connect with artists one-on-one Perform their own music for millions Three core tenets: Authentic User-Focused Collaborative
- 9. Bringing the Idea to Life The Site & the Scraper Tool: composed real-time, fan-generated content Fan Buzz Visualizer : measured buzz around nominated artists on the web http://wereallfans.com/digitalpresskit/carrieunderwood.html Activation Kits: a way for artists to share campaign assets with fans Influencer Events: two events before the show to generate earned media
- 10. Media Methods Paid TV: Spots & branded content Print: Magazines & partnerships http://www.youtube.com/watch?v=VEFgSV36vnA&feature=p layer_embedded PR & events Owned Interactive online & social networking http://wereallfans.com/#/Beyonce/ Retail experience & consumer involvement
- 11. T-shirt Designs
- 13. Results: Primary Objective Doubled increase objective with both younger audiences with 32% rating increase 36% rating increase in adults 25-54 28% rating increase in US households overall
- 14. Results: Secondary Objectives Increase in ratings with other music and technology start-ups looking to collaborate with the Recording Academy in the future Metrics proved engagement improvement Strong culture impact from celebrity engagement
- 15. Current State of the GRAMMYs “GRAMMYs on the Road” 53rd Annual GRAMMYs had the highest ratings since 2001 Up-to-date website
- 16. Theories in Use Framing Theory – framing of situations Excellence Theory – two-way symmetrical Elaboration Likelihood Theory – use of peripheral heuristics
- 17. Conclusion Successful campaign Lady Gaga is a media force GRAMMYs no longer need to be termed the “GRANNYs”