Capital FM Live Grammy Graphics
- Client: Trigger Buzz/Capital FM
- Skills: Digital
As part of their continuing efforts to position themselves as a leading music brand and content destination, Capital FM embarked on a new project to produce live, reactive, and timely coverage of the 2015 Grammy Awards, locally in the UK. To achieve this they partnered with real-time marketing specialists Trigger Buzz.
I was tasked with producing live graphics on the night, which were then rolled out through Capital’s social media platforms.
The first stage was strategy, working out the key moments Capital wanted to share. The graphics would be divided into two sections. The scheduled award announcements would use pre-approved templates, adhering to Capital’s brand guidelines, and the more reactive messaging – for example coverage of the ‘red carpet’ – would capitalise on a feed of photography as the evening unfolded. We also prepared graphic stats and metrics – the plan being to utilise Trigger’s unique data capability to track trending topics across the web, to deliver unique and responsive visual content.
Working with the marketing team, copywriter and data analysts on the night, as we viewed the ceremony I produced graphics based on what we identified as worthy subject matter, as well as the planned announcements which were mocked-up ahead of time. In keeping with a responsive workflow I would feed in various suggestions from the floor, and the graphics would then be pushed out to Twitter, Instagram and Facebook by the marketing team. The traction and reach of each communication could then be measured.
Even with the challenges with time zone constraints (the awards beginning in the middle of the night, local-time), the results on the live coverage were very favourable, showing high levels of engagement and interaction.