How Pharrell Williams’ Hat Inspired This Year’s Grammy Awards Campaign

Musician Pharrell Williams and wife, Helen Lasichanh, arrive at the 56th annual Grammy Awards in Los Angeles, California January 26, 2014.     REUTERS/Danny Moloshok (UNITED STATES TAGS: ENTERTAINMENT) (GRAMMYS-ARRIVALS)

This story was originally published by

It's cultural phenomenons like this that the Recording Academy, the non-profit behind the Grammy Awards, is trying to capture in its latest marketing campaign for the awards show.

SHARE
THIS



It was the hat seen around the world. When pop star Pharrell Williams appeared on the Grammy stage in 2014 wearing a Vivienne Westwood hat, the Twittersphere exploded. The hat got its own Twitter handle and comparisons were made to Smokey the Bear’s hat.

Then Arby’s got in on the action, demanding Williams return its hat. The conversation that ensued between Mr. Williams and the fast-food chain was just as popular (if not more so) than the actual awards show. Arby’s initial tweet received more than 80,000 retweets and nearly 50,000 favorites.

It didn’t end there. Arby’s paid $44,000 to own the hat, with the money going to charity, and in August, the Newseum in Washington, D.C. added it to its exhibit on pop culture history. The hat is now on its way to the Grammy Museum, where it will be on display starting Jan. 15. That date also happens to be National Hat Day.

http://youtu.be/CcwGNDCUknE

It’s cultural phenomenons like this that the Recording Academy, the non-profit behind the Grammy Awards, is trying to capture in its latest marketing campaign for the awards show. In his more than 10 years as chief marketing officer at the Recording Academy, Evan Greene has made it his mission to expand the brand’s reach with storytelling and to connect with viewers beyond the one-night event.

“One of the things we have seen and has been reinforced year, after year, is the Grammy Awards’ effect on pop culture,” Greene said. At the most basic level, there is often a several hundred percent growth in record sales for artists that perform, present or win a Grammy Award, according to Greene.

The hat hoopla, coupled with the watercooler chatter that has become the norm on social media for live TV events, led Greene to pursue a new marketing approach. “This year when we were putting the campaign together we decided to focus on the experience of the fan; we wanted to take a bulls-eye look at the show itself and what it inspires,” Greene said.

The latest spot in the “Grammy Effect” campaign from TBWAChiat/Day, which will debut this weekend, touches on the impact Williams’ hat has had on pop culture. In the commercial, a woman is at a nearly empty movie theater, excited to not have to crane her neck to see the screen, when a man saunters in to Williams’ “Happy” wearing the infamous hat. Of course, he sits right in front of the woman, blocking her view.
The campaign also includes spots that feature Taylor Swift’s head-banging moment from last year (see above) and Lorde’s performance of “Royals.”

Brand in decline

The Grammy Awards has seen a resurgence in popularity in recent years. Before 2010, the Grammy brand had been in decline. “Our relevance was questioned,” Greene said, noting the group thought of itself as a not-for-profit trade organization that happened to produce a TV show once a year.

That’s when the Academy started to look at itself more as a brand and developed a 365-day strategy that extended beyond the award show. The Academy ramped up its presence at concerts and other events involving music through the year, and built a two-way dialog with music lovers on social media. Mr. Greene said that’s boosted the show’s appeal with millennials, in particular.

For the full story, click here.

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

As we continue to push towards an equal future, more and more women are becoming leading figures for those around them, as well as younger women just starting their careers. And B&T thinks it’s time we shone a light on these industry power women. Welcome to our 2018 Women in Media series! This series is to […]

by B&T Magazine

B&T Magazine
Lingerie Brand Praised For Using Models With A Variety Of Medical Conditions
  • Campaigns

Lingerie Brand Praised For Using Models With A Variety Of Medical Conditions

US lingerie brand Aerie is landing itself plenty of platitudes after its latest campaign featured a number of models with disabilities and medical issues. Aerie, a sub-brand of retailer American Eagle, has used a diverse range of models with a range of disabilities that include one with her colostomy bag on show, another with diabetes, an arm crutch, […]

by B&T Magazine

B&T Magazine
Amobee Wins Auction To Acquire Videology Assets
  • Advertising
  • Marketing

Amobee Wins Auction To Acquire Videology Assets

Singtel subsidiary Amobee has announced it has emerged as the winner in the court supervised auction to acquire certain assets from adtech player Videology. The acquisition is subject to court and regulatory approvals and fulfillment of certain closing conditions. The purchase price of US$101 million is subject to adjustments for accounts receivable at closing, estimated to […]

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

Strategic creative and digital agency HBT has announced the appointment of Luke Kelly as a partner. The announcement, which coincides with the agency’s 21st birthday, will see Kelly (pictured above, middle) join co-founders David Hayes (pictured above, left) and Michael Berry (pictured above, right) on HBT’s leadership team. Luke brought over 15 years of relevant […]

Reykjavik Marathon Unveils Glorious ‘You Better Run’ Promo
  • Advertising
  • Campaigns

Reykjavik Marathon Unveils Glorious ‘You Better Run’ Promo

It’s rare B&T covers any news out of Iceland, so it’s somewhat of a pleasure to share this terrific ad for the upcoming Reykjavik Marathon. Rather than the tedious joggers in sports gear you’d expect of a marathon ad, the big-budget spot highlights how running can get you in and out of all of life’s difficulties. […]

by B&T Magazine

B&T Magazine
MCN Names New Boss As Anthony Fitzgerald Departs
  • Media

MCN Names New Boss As Anthony Fitzgerald Departs

Multi Channel Network (MCN) has announced the appointment of Mark Frain as the company’s new CEO. Frain, currently MCN’s chief sales and marketing officer, replaces outgoing CEO Anthony Fitzgerald (pictured above). After 15 years leading MCN, Fitzgerald has decided to take a break before deciding on any new future opportunities. MCN chair Stacey Brown congratulated […]

by B&T Magazine

B&T Magazine
Tuesday TV Wrap: Spluttering Ninja Still Enough To Get Nine To The Buzzer
  • Media

Tuesday TV Wrap: Spluttering Ninja Still Enough To Get Nine To The Buzzer

Australian Ninja Warrior might be well down on its triumphant numbers of 2017, but it’s still doing the business for broadcaster Nine. Last night’s Ninja managed 817,000 viewers, but that was still half of what the same episode managed this time last year (1.674 million). Adding to that, it still got beat by MasterChef with its 821,000 […]

by B&T Magazine

B&T Magazine
News Corp & Fairfax To Share Printing Networks
  • Media

News Corp & Fairfax To Share Printing Networks

Publishing giants News Corp Australia and Fairfax Media have entered into agreements to share each other’s printing networks. Under the agreements which will commence this month, News Corp will provide seven-day printing services to Fairfax in New South Wales and Queensland, while Fairfax will print some publications for News Corp out of its North Richmond […]

Finalists Announced For New-Look News Media Awards
  • Media

Finalists Announced For New-Look News Media Awards

NewsMediaWorks has announced the finalists for the new-look News Media Awards 2018 that combine the former PANPA Newspaper of the Year Awards and the Advertising and Marketing Awards. More than 500 entries were submitted for this year’s awards by news media publishers from the Asia-Pacific region. The awards recognise excellence in cross-platform news publishing, reflected […]

World Cup Proves Expensive Ratings Flop In The US
  • Media

World Cup Proves Expensive Ratings Flop In The US

Sure, soccer (football) has never been massive in the US, but just released figures have shown this year’s FIFA World Cup was particularly on the nose with American TV viewers. Undoubtedly the biggest problem was that the Americans weren’t in the tournament in the first place, having been bundled out by lowly-ranked Trinidad and Tobago last October. Just […]

by B&T Magazine

B&T Magazine
Nike Unveils Quite Wonderful Ad Saluting England’s World Cup Campaign
  • Campaigns

Nike Unveils Quite Wonderful Ad Saluting England’s World Cup Campaign

They didn’t quite manage to “bring it home”, however, England’s World Cup squad still managed to inspire a nation during a remarkable campaign that saw the team finish fourth in the tournament. And to celebrate the Three Lions’ performance in Russia, Nike in the UK has produced a new campaign – incredibly quickly, it must be […]

by B&T Magazine

B&T Magazine
Why High-Quality Video Doesn’t Have To Mean High Production Costs
  • Media
  • Opinion

Why High-Quality Video Doesn’t Have To Mean High Production Costs

Here, Brightcove channel manager, Maddy Drachler (pictured below), says brands thinking of dipping a toe into video content need no longer fear a monster production bill and a bad dose of the sweats… Brands today know video is an important part of the digital marketing mix. But prevailing attitudes mean it’s often seen as expensive and time intensive. And if […]

Opinion

by B&T Magazine

B&T Magazine
Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit
  • Advertising
  • Media

Publicis Media To Handle Lenovo’s Global Media Account Via Bespoke Unit

Computer hardware and electronics company Lenovo has selected Publicis Media to handle its global media strategy, planning and buying through a bespoke client unit. Lenovo One Media will be housed within and managed by Performics and Spark Foundry. It will be responsible for media strategy, planning and execution, and includes all forms of traditional and […]

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]