Audience and project challenges: the Grammy Awards Show
In preparation for the Grammy Awards Show, Verizon developed an interactive website for new consumers and subscribers. The goal of the campaign was to educate and develop awareness among entertainment television and music enthusiasts on VerizonSurround. The Grammy Awards represented a strong opportunity to get the attention of consumers who might not ordinarily associate the Verizon brand with Surrounds' broadband entertainment offerings.
The VerizonSurround Grammy site provided a space where people seeking information about the Grammys could post comments, view the nominees and photos and interact with Artist Trivia. Users registered at the Verizon Grammy site in New York, DC, Philadelphia, Chicago, Seattle and Dallas were invited to Grammy viewing parties sponsored by Verizon.
Converting new offline consumers who were attracted to activities associated with the physical Surround Lounge that was built on-site at the Grammys and at remote Grammy party events was an important part of the Grammy campaign. Similar to the physical Surround Lounge at the real Grammy event, each remote party had a virtual Red Carpet so that participants could indulge and record their inner "celebrity" with a mini red carpet experience. Lounges contained flat screen TVs randomizing the different pieces of Surround Lounge, the posted photos taken during the event and a shout-out kiosk where users could post "shout-outs" on the site.
