For the 56th Grammy Awards, Harman invited music fans to tweet any message they wanted @JBLaudio using #JBLTweetMusic and JBL turned their keyboard into an instrument, creating an original song.Acquiring new fans throughout the campaign, JBL continued the GRAMMYs conversation, providing behind-the-scenes content on Instagram and Twitter leading up to the awards. On GRAMMY night, JBL was live-tweeting backstage from the STAPLES Center. As the authority in the consumer audio/music space, JBL offered little-known factoids and engaged with other sponsors during the telecast, broadening the brand's reach and doubling engagement. Here are the results of the Harman GRAMMY's Social Media Program - 4,300+ original songs created in 4 weeks during Tweet Music Program - 5,000+ social media followers acquired through the GRAMMY's coverage - 20x social media follower growth - 5x social media engagement growth - Harman proved that consumers wanted to engage in this program.

1. GRAMMYs
Integrated Digital Campaign

2. HIGHLIGHTS
GRAMMYs Weekend
Total Social Acquisition: 7K
Impressions: 3.5M
Retweets: 1,600
Mentions: 1,400
Favorites: 3,000
Most engaged piece of social
content in Harman
History, going viral.
JBL’s content throughout the
weekend was highly shared and
engaging.

3. JBL TWITTER COVERAGE
All-Access Pass
Give fans behind-the-scenes access to the GRAMMYs like no other consumer audio
brand can. Working with the GRAMMYs team, we secured exclusive photos to
leverage and amplify our position in the space.

4. JBL TWITTER COVERAGE
TRUTH TWEETS
To stand out, we took an unconventional approach that
serves our authentic, energetic and expressive brand
voice -- one that’s in tune with the brand’s history and
heritage. JBL was at Woodstock and CBGBs, among other
music landmarks. This gives the brand special license to be
an authority on music history from yesterday to today to
tomorrow.

5. JBL TWITTER COVERAGE
GRAMMYs Telecast Real-Time
Coordinate with other GRAMMYs sponsors on a “Fact or Farce” Twitter Quiz about music history, opening up JBL’s
brand to untouched demographics, widening our reach real-time during the GRAMMYs telecast.
60K Followers
311K Followers

6. BRAND PARTNER TWEETS
GRAMMYs Telecast Real-Time
121K Followers
38K Followers
63K Followers

7. INSTAGRAM COVERAGE
GRAMMYs Weekend
ALL-ACCESS COVERAGE TO THE GRAMMYS
INSTAGRAM COVERAGE NO OTHER BRAND HAD, SHOWING HOW JBL IS ENGRAINED
IN MUSIC AND CULTURE, GROWING OUR FAN BASE

8. JBL.COM COVERAGE
GRAMMYs Weekend
HOMEPAGE BANNER AND EXCLUSIVE GRAMMY
GALLERY

9. TWEET MUSIC/WESTWOOD ONE
ACTIVATION
ON-SITE AT GRAMMYS’ RADIO ROW, WE HAD TOP
MUSICIANS ENGAGE WITH TWEET MUSIC

10. TWEET MUSIC/WESTWOOD ONE
ACTIVATION

11. VIGGLE LIVE
GRAMMYs Weekend
ENGAGING GRAMMY AUDIENCE LIVE THROUGH
DIGITAL
30K Users Played
Viggle Live
Used JBLthemed content
to engage users
and create brand
awareness

12. VIGGLE LIVE
GRAMMYsTelecast
SWEEPSTAKES GIVEAWAY
FANS ARE REWARDED FOR PLAYING VIGGLE LIVE DURING THE GRAMMYS WITH A
CHANCE TO WIN JBL SYNCHROS S700, BUILDING BRAND ENTHUSIASTS AND
CLIMBING THE LOYALTY LADDER