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.

Please login with linkedin to comment

Latest News

Pac Mags Unveils New Premium Digital Experience For marie claire
  • Media

Pac Mags Unveils New Premium Digital Experience For marie claire

Pacific Magazines has unveiled a new digital experience for marieclaire.com.au crafted to provide a clean and elegant design across all devices. The new digital experience for marieclaire.com.au was crafted to provide a clean and elegant, visually consistent design across all devices, with more content above the fold, fewer interruptions and the ability to seamlessly integrate […]

News Corp Unites Women’s Lifestyle Brands Under ‘With Her in Mind Network’
  • Media

News Corp Unites Women’s Lifestyle Brands Under ‘With Her in Mind Network’

News Corp Australia’s chief digital officer Nicole Sheffield today announced that the company has united its women’s lifestyle brands under the With Her in Mind Network (WHIMN). The publisher claims it will make it the largest digital women’s network in the country reaching a unique audience of 1.954 million. Left to right in main photo: MelissaWilson (Kidspot.com.au), […]

VML Destroys Leos At Paper Dragon’s Inter-agency Ping Pong Spectacular
  • Advertising
  • Media

VML Destroys Leos At Paper Dragon’s Inter-agency Ping Pong Spectacular

VML has retained its championship title by defeating Leo Burnett at film production firm Paper Dragon’s 2017 Inter-Agency Ping Pong Spectacular. Paper Dragon in association with Trolley’d and in support of RUOK? hosted its 2017 Inter-Agency Ping Pong Challenge on Wednesday September 13th during RUOK? week. Teams from dozens of agencies registered with their puntastic team […]

Crownbet Unveils ‘Better Way to Wager’ In New Campaign From The Monkeys
  • Advertising
  • Campaigns

Crownbet Unveils ‘Better Way to Wager’ In New Campaign From The Monkeys

Demonstrating to Australian punters that when you select CrownBet, you’re choosing a more superior punting experience, the online betting platform has released ‘Better Way to Wager’ in a new campaign created by The Monkeys. The integrated campaign emphasises CrownBet’s ability to offer punters access to a world of premium rewards, and a world-class and more […]

SUVs & Small Cars Drive Growth in Automotive Ad Spend: SMI
  • Advertising

SUVs & Small Cars Drive Growth in Automotive Ad Spend: SMI

Australia’s SUV, micro/small cars and automotive parts/accessories categories reported the biggest increases in advertising expenditure in the second quarter of 2017, while the total automotive category grew its ad spend in the same period, according to new data from Standard Media Index (SMI). Reflecting the popularity of SUVs, the category grew its ad spend by […]

Nicole Taylor Promoted To DDB Sydney CEO
  • Advertising

Nicole Taylor Promoted To DDB Sydney CEO

DDB Group Australia has announced the promotion of Nicole Taylor to DDB Sydney CEO. Taylor’s promotion is reflective of her huge impact on new business and existing clients over the last few years as managing director. “Nic has led the Sydney DDB team to fantastic growth this year with big wins like Virgin Australia and the consolidation […]

PR Agency Fifty Acres Doubles Size In Six Months Through National Expansion
  • Marketing
  • Media

PR Agency Fifty Acres Doubles Size In Six Months Through National Expansion

Strategic communications and engagement agency Fifty Acres has proven its virtual workplace model is a success, doubling in size in just six months across Australia. Established in 2010 by managing director and Women in Media Awards 2017 winner Jo Scard (pictured above), Fifty Acres works with industry associations, corporates, government agencies and departments, national organisations, […]

RACQ Launches Banking Arm & Brand Platform Via Clems Brisbane & UM
  • Advertising
  • Campaigns

RACQ Launches Banking Arm & Brand Platform Via Clems Brisbane & UM

The Royal Automobile Club of Queensland (RACQ) has launched RACQ Bank, along with a new brand platform, ‘more for members’, developed with the help of Clemenger BBDO Brisbane and UM, and produced by Kiosk and Alt.vfx. The campaign uses a 3D Google Tilt Brush effect to visualise that the more we want in life, the […]

How To Leverage Search & Brand Like A Digital Marketing Ninja
  • Marketing
  • Opinion

How To Leverage Search & Brand Like A Digital Marketing Ninja

Search is on the increase, which brand specialist Peter Field has labelled “short-termism undermining long-term success in advertising”, but this opinion piece by sbFlourish CEO Jessica Sullivan (pictured below) explains in true ninja style how to use the intel from one to leverage the other. Today’s marketing ninjas don’t think of spending on search and […]

Opinion

by B&T Magazine

B&T Magazine
TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine