While many brands are scrambling to get online and in “social media” (we have the privilege of working with many of them–woot!) sometimes it’s good to just step back and cover the basics, do the little things first and then expand to something bigger based on event or launch timing, market need or announcement.
Last night The Grammys proved that the “little things” work with a simple social media campaign targeting Facebook and Twitter to update users in real time of red carpet photos and videos.
Twitter: @TheGRAMMYS provided the official live updates of performances and winners for those not watching or for those who want to comment. Not sure who was behind this (I DMed them, no comment back yet) but they were very timely and clear on what was going on.
*Twitter Bonuses: John Mayer live tweeted when he won his award and E! had Marc Malkin, Entertainment Columnist live tweeting about the show.
Facebook: The Recording Academy had a full page set to the Grammys including video interviews from the red carpet, performances and photos of all the fashion.
last.fm: The Grammys set up an event on last.fm with links to videos from the CBS Katie Couric interviews last week plus music streams of the nominees.
With awards show season half way through, online destination sites have proved to be the place to interact with other users real time. Past awards shows have been spent glued to one TV screen and a phone texting the winners to friends. Now, they are glued to multiple TV or laptop screens filled with Boxee and TweetDeck updates waiting to comment on the performance before anyone else does, post a blog about the fashion of Miley Cyrus or reblog the Tumblr video commenting on M.I.A.’s possible pregnancy on stage during the show.
The future of television is changing as the days go by. Entertainment is changing before our eyes as the three screen revolution continues to add new elements to traditional modes of entertainment like an awards show. Gillian Reagan covered Living Room 2.0 in the NY Observer a few months back touching on this new move to the digital interaction in your living room. What’s next? Now that the Grammys live tweeted, it’s almost expected that The Oscars do the same. Will they? What about movie premieres? Once you give the community one thing, we’re going to expect it for the next. Marketers–prepare yourselves.
