BY: Landon Seely [Account Services]
Justin Timberlake hasn’t put out music for seven years, which means he also wasn’t nominated for any Grammys this year. However, with a new album on the way, he was granted a performance during this year’s broadcast. And although you won’t see any MJ-esque photos of Timberlake cradling his arsenal of trophies, the seasoned pop star made out as one of the biggest winners Sunday night – from a marketing standpoint that is.
By the Numbers
A recent infographic released by Whispr Group revealed that during the three and a half hour broadcast, J.T. gained 86K new Twitter followers (more than any other star), generated 31K mentions during his performance (86% were positive), and generated 21K tweets concerning his wardrobe (81% were positive). “#JTGrammys” was also used 6.8K times on Twitter throughout the night.
What Justin Did
Many people who watched Sunday’s Grammys will agree that Timberlake certainly had one of the most entertaining performances of the night. But for marketers, the real magic came in the form of commercials and tweets. He and his team were tweeting behind the scene pictures, updating fans in real time, and giving them an inside look at the Grammys. They included all the appropriate hashtags and even a first look at his upcoming album cover, “The 20/20 Experience.” Shortly after the broadcast ended and while he was still top of mind, Timberlake announced his newest single from the record via Twitter.
If that wasn’t enough, Timberlake also occupied the commercial breaks, showcasing his latest partnerships with both Bud Light Platinum (where he is also acting as Creative Director for the campaign) and Target. During these spots, both of the brands were simultaneously tweeting about Timberlake, updating their Facebook pages, and even sponsoring posts.
What This Means for Your Brand
This buzz around Timberlake can tell marketers a few useful things. First, it reinforces the importance of real time marketing that Oreo capitalized on during their heat of the moment Super Bowl tweet. Consumers are forming (and posting) opinions on brands and people as events unfold. Marketers need to act as a catalyst.
Second, co-branding is a great way for brands to extend their message to a larger audience outside their traditional reach. Target is no stranger to this, as they often partner with musical artists to generate buzz for both parties. Done correctly, co-branding can be a great boost for those involved.
And third, holistic marketing is crucial for brands. Large and small campaigns alike must be multi-layered if they are going to have maximum pull among consumers. Target didn’t simply copy and paste their Twitter content to their Facebook page. Rather, they tailored two separate messages for each entity. Twitter focused on the commercial; and Facebook on two exclusive tracks just for Target – all the while staying uniform in their marketing efforts.
Are you and your brand able to implement real time marketing? Are there any co-branding opportunities for you out there?
P.S. Oreo did it again with this timely Justin Timberlake tweet, found here.