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Social TV: three advertisers who won the 2016 Grammy Awards

The Grammys of late has found a winning formula: less awards, more music. In this regard, it has a distinct advantage over the Golden Globes, Emmys, and Oscars, and even though last year was a down year ratings-wise (this year’s numbers are still TBD), it is still one of the major tentpole linear TV events of the year, which means big brand dollars.

Below, the three social TV advertising winners from last night’s event.


This year was the year that native advertising made its way to the Grammy stage. Intel, best known for its B2B services, took an IBM-like approach last night, teaming with Lady Gaga to highlight its “IN MUSIC” initiative. The company, one of the event’s major sponsors, also sponsored the official #GRAMMYs hashtag on Twitter, which showed its promoted tweets ‘above the fold’ once users clicked on the hashtag.

During the awards, Intel showed a commercial right before Lady Gaga’s well-received tribute performance to David Bowie, touting that its technology would be used throughout. Following the performance was another commercial detailing the company’s partnership with “House of Gaga,” drumming up interest for its consumer-facing products.


Target made headline last year when they teamed with Imagine Dragons to film a live ad during a commercial break. Target opted to ‘give their ad time away’ in favor of providing fans with #MoreMusic. This year – the brand took this concept to the next level, tapping Gwen Stefani to film a live music video midway through the awards.


Another presenting sponsor of The Grammys, MasterCard is three years into an updated #PricelessSurprises campaign and they continue to up the ante. In addition to bringing a handful of fans to the show itself, the company was giving away #PricelessSurprises throughout the show last night on Twitter (delivering the prizes in near real-time).

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