The Social Grammy Recap: Real-Time Music to Our Ears

Last night, some of the biggest names in music hit the red carpet to perform, present, and accept accolades for one of the industry’s most anticipated nights of the year. As fans tuned in to watch the show, social networks were buzzing all night long with news, surprises, and excitement about the event. As usual, here at Spredfast, we watched as brands jumped in to join the social conversation and take advantage of the attention focused on the broadcast.

During this year’s Grammy show, there were plenty of brands participating in real-time marketing. We’ve highlighted a few below, all of which centered around a few key events that unfolded as the night went on.

The Red Carpet: Iggy Azalea's Hair Brought out the Brands

Before the show even started, Iggy Azalea had brands chiming in to discuss her hairstyle for the night, comparing the braids to various pastry items.

Pacsun called for a snack break, and their audience jumped at the chance to share and engage with the Tweet. It showed almost +1,000% bump in Retweets and +280% bump in Favorites when compared to their historical averages.

Jimmy John’s also jumped in with a Tweet that juxtaposed Iggy’s hair next to the a delicious-looking sub. Their audience shared their Tweet in record numbers for the sandwich chain – seeing a +2,750% increase in Retweets and a +1,245% increase in Favorites over normal levels.

Complex Makes Some Great Real-Time Music

Complex’s family of Twitter accounts had some big wins during Grammys night, and joined followers in various conversations around the event.

The ComplexMag Twitter account sent out a series of throwback images from the red carpet, with the above Tweet receiving a huge standing ovation from the audience. The Tweet was retweeted 32X more and Favorited 16X more than the brand usually sees.

The ComplexMusic account captured the moment where Kanye almost ran onto the stage without winning an award, as he did with Taylor Swift years ago. More importantly, the GIF showed a collection of expressions on Jay Z’s face as he watched the event (almost) unfold. The result was one of the best pieces of Grammys content from the show, with a Retweet bump of over +3,300% and Favorites bump of over +2,100% for Complex.

Paul McCartney Stands, Claps, Sits

While a few GIFs circulated of Sir Paul dancing, alone, and then sitting down a bit dejectedly, VH1’s Twitter account took the opportunity to let the audience know that Sir Paul can do pretty much whatever he wants. Their followers agreed, and responded with great social engagement. The Tweet received a +600% Retweet bump and +370% Favorites bump vs. VH1’s historical levels on Twitter.

This is Different. Wait, is That Kristen Wiig?

One of the highlights in Sia’s performance of Chandelier, with a few dopplegangers dancing in a crowded room, was watching the social crowd slowly realize that the main dancer was SNL’s Kristen Wiig. Her role in the performance, while very different than what fans are used to seeing, received rave reviews and a huge bump in social conversation. People Magazine’s Twitter account celebrated her appearance with a classic SNL GIF, which was well-received by their audience. The Tweet received a +1,000% bump in Retweets and +360% bump in Favorites vs. @PeopleMag’s last 3,200 Tweets.

Pharrell Gets a New Hat, RTM Gets a New Brand

One of the biggest real-time moments of the night was right after Pharrell’s performance, where he came out dressed in an outfit that a few hospitality brands jumped on. The Twitter account for Hilton Hotels saw the biggest social response of the evening, by quickly photoshopping the pop star’s likeness next to one of their bellhops. The audience responded with happy numbers, and the Tweet received a +30,900% bump in Retweets and +20,000% bump in Favorites vs. normal levels for the hotel chain.

New Music, New Winners, New Brands

With RTM season rolling along, all of the events have brought an air of the familiar, but with big changes and surprises at every turn. The real-time marketing response has been the same – with many traditional RTM brands continuing to engage their audience with relevant conversations, but with the addition of new brands exploring the practice for the first time. Like I explored in the Trendology book, brands leveraging big events, small events, and everyday trends should continue to rise as social teams see the great response that great real-time efforts can provide.

Chris Kerns's picture

Chris Kerns

Chris Kerns has spent more than a decade defining digital strategy and is at the forefront of finding insights from digital data. He currently leads Analytics and Research at Spredfast. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications.