Applying its Kred influencer marketing, Twitter gamification leaderboards and real-time conversation insights, PeopleBrowsr helped The 55th GRAMMYs set a record 24.8 million Twitter mentions for any TV event day of show.
With 28 million viewers watching the February 10 telecast and nearly 25 million mentions, The 55th GRAMMY Awards was the most watched and mentioned event in TV history. In just eight hours the GRAMMYs topped an entire year’s worth of mentions of brands like Nike, EBay, Microsoft, Sony, Pepsi and Ford!
This social virality fueled the second highest viewership of all time for The GRAMMYs. This years Twitter mentions during the telecast jumped 47% from 13M last year to 19.1M this year. The GRAMMYs Champion’s Playlist was the Social Media Influence hub of the event, creating interactions and showing top conversations in real time.
“PeopleBrowsr played a key role in driving engagement for the 55th GRAMMY Awards, as well as for our official marketing partners.”
Evan Greene, CMO, The GRAMMY Awards
We analyzed this vast amount of social data to share with you the top 5 Kings and Queens of the conversation contest amongst the nominees, the performers, the presenters and the fans.
The 55th GRAMMY Awards info-graphic highlights the top 55th GRAMMY social moments:
- Adele brought the coversartion up to 4.5 M mentions with her Best Pop Solo performance
- Franc Ocean won best Urban Contemporary album at the 5M mentions threshold
- The Bob Marley tribute was king of the second part of the evening, spiking the show close to 5M conversations
- Jack White and FUN. followed keeping the mentions up to 4M between 7PM and 8PM
- The most popular posts were for the Best Rap album winner Take Care and Best Traditional R&B performance “Love on Top”
Scott Milener, SVP at PeopleBrowsr and his team led the charge in supporting the GRAMMYs social media effort, giving them clear visibility on where, when and who they were engaging with throughout the entire broadcast.
“I am proud of the huge effort our team put in before, during and after the show in order to produce amazing results” says Scott. “The GRAMMYs is a dynamic TV event around top music artists reaching a massive global audience. Our role was to reach this vast audience on social and get them to engage about the GRAMMYs in the weeks leading up to and during the event.”
PeopleBrowsr works with many brands on similar social influencer campaigns. Drop Scott a note at Scott at PeopleBrowsr dot com with your thoughts or questions.
What’s your GRAMMYs Kred score? Find out on Kred.com!