Although they are considered the premier music awards show, the Grammys have always had a reputation for being out of touch with real music fans. With social media democratizing the music industry and making the fans more powerful, the Grammys were struggling for relevance. So for the 52nd Grammys, we made the fans a part of the Grammy conversation for the first time ever.
As fans saw themselves actually appear in the campaign, they actively engaged, spreading the word through their social networks. As a result, the Grammys earned much-needed cred with the fans, and the awards telecast had its best ratings in nearly a decade.