The Recording Academy has taken great strides to make this year’s 52nd Annual Grammy Awards ceremony more interactive and fan-centric than ever before.The Academy has embraced social media for the 2010 Grammys, big time. In an interview conducted by Christina Warren of Mashable with Evan Greene, the Chief Marketing Officer of the Recording Academy, Greene explains how and why the decision was made to move toward social media, the challenges associated with the transition and the response from the fans, artists and other Academy members.
Grammy.com was completely rebuilt and official presences were made on Twitter (@theGrammys), Facebook and YouTube. Interaction and fan-generated content from these platforms and others all contributed to what has become the centerpiece for the Grammys 2010 campaign: We’re All Fans. TBWA\Chiat\Day, the agency of record for the Grammy awards, created a multi-format multimedia campaign related to Grammy-nominated artists, curated entirely from fan-generated content. If you visit WereAllFans.com, you’ll see portraits of some of the nominated artists composed entirely of real-time content from Twitter, Flickr, Facebook and YouTube. The content is refreshed and fed in and users can click on aspects of the content to view or play it back all on the page. Check out the full details on Mashable.
