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.
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