The international gala event presented a clinic on social media
event marketing even as Katy Perry taught us all a lesson in collateral PR.
During the 2013
Grammy Awards social media took center stage. Master of
Ceremonies, LL Cool J, repeatedly referenced social media, in some cases
calling out specific Twitter hashtags. Because of the massive international
audience, these simple PR
suggestions could immediately create trending social media
topics and effectively control user conversation.
Not only were Grammy watchers adding to the conversation, they
were constantly responding to predetermined topics. In this way, Grammy
producers were able to direct the attention of an otherwise fractured audience.
During every single break event organizers directed on screen
talent to repeat social media promotions touting their event. They teased
upcoming acts and flashed hashtags on the screen.
Of course, when there is event marketing of this magnitude,
there are plenty of opportunities to cultivate collateral PR. Positioned
properly, even if you are just tangentially connected, you could end up
stealing the show.
Despite the multifaceted marketing efforts of the Grammy
producers, the top Twitter trend, and thus the top headline in all the entertainment
media the following morning, was not the show, but, instead, Katie Perry’s dress.
Or, more specifically, the giant “memo-flaunting” hole in same.
Katie Perry, who was nominated in only one category, stole the
show. The singer showed up to the largest gathering of music royalty on the
planet and used the larger platform of Grammy PR to generate a wave of
publicity much larger than what Grammy producers set aside for her.
This is a lesson to all beauty PR firms or reputation
management companies. Don’t reinvent the wheel. Take advantage of the work the
event marketing team has already done to generate the best possible return for
your client.
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