On the heels of its award-winning breakthrough campaign in 2014, The Latin Recording Academy set out to up the ante for the 16th Latin GRAMMY season with a cross media, cross platform project of an unparalleled global scale.
Leading up to the main event, The Latin Recording Academy and its partners were on the ground celebrating Latin music. Hosting real-time digital conversations that traveled from venues, through social media, to the world. Every step of the way, the celebration built up excitement for the coming Latin GRAMMY week in Las Vegas.
VIPs received customized social media promo kits. Members from around the world were given digital tools to join the celebration too. And for the first time, EVERY MAJOR SOCIAL MEDIA PLATFORM came together around the power of Latin music with major initiatives involving custom tools, exclusive applications, and high production values.
It all contributed to record-breaking numbers both in terms of reach & impressions as well as ENGAGEMENT. Based On Twitter unique Audience, the Latin GRAMMY Awards was the No. 1 most social program on TV that night. Content across Univision’s digital platforms for the Latin GRAMMY® Awards generated over 42 million page views, +29% more page views versus 2014. Facebook created a custom status during the telecast.
Twitter launched a major Latin GRAMMY-themed Twitter Moments takeover.
Snapchat content was generated by fans and stars inside the venue and shared through an official Snapchat story. Latin Recording Academy accounts alone crossed surpassed 3.4 million Twitter, Facebook and Instagram followers.