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. The app mixes Google Maps, SimpleGeo, and Rdio, a music subscription service.
There are celebrities, like Eminem, who talk about their personal musical journey, a microsite, and the app has an augmented reality view of all tags at a location and will feature full past performances from the awards show.
Mashable praises MusicMapper, saying, “What makes the MusicMapper app and experience innovative — and we think unique — is that it is a concept and an execution that could easily be useful and fun, even if completely unconnected to the Grammy Awards.”
According to the story, ratings for the awards show were up 35 percent following last year’s campaign. So besides adding the new, the campaign also builds on what worked.
The promo for the campaign is embedded above.