Grammy Campaign Takes an Interactive 'Journey'

The Golden Globes are over (although people are still talking about Ricky Gervais) and now it’s time to look forward to the 53rd Grammy Awards, taking place on February 13.

Mashable spoke with the Academy and their creative team at TBWA\Chiat\Day about this year’s promotional campaign, called “Music Is Life Is Music,” which has a heavy focus on social media, interactivity, and augmented reality to illustrate everyone’s “musical journey.”

The campaign’s center is a location-based app called MusicMapper that allows users to tag locations with songs and notes.