2017 Canadian Country Music Association Awards

TV Special – CBC

Our Client:
Canadian Country Music Association

What We Did:
Digital Video series • Digital Live Show • Social Strategy • Social Content Creation • Community Management • Funding Application • Digital Content Creation • Live Event Coverage • Online Ad Campaign

The Canadian Country Music Association Awards honours the very best in Canadian country music. A four-day celebration, Country Music Week boasts live events and awards ceremonies. The week culminates with the CCMA Awards, televised nationally on CBC.

In collaboration with the CCMA and CBC Music, Innovate By Day created a dynamic digital engagement campaign unlike anything done in previous years. The campaign comprised of the Apple Music Fans’ Choice Award, a live digital pre-show, the CCMA Ultimate Fan Experience, three digital video series, a dynamic social media campaign and online advertising. The 2017 CCMA Awards campaign not-only highlighted the best and brightest in Canadian Country Music, giving a voice to Canada’s best storytellers, it also let fans across Canada in on the complete experience of Country Music Week for the first time ever.

Content and messaging encouraged continuous audience activation from the nomination day to the night of the broadcast. Key hashtags #CCMANomday and #CCMAAwards trended multiple times across the country throughout the campaign. Engagement across all the CCMA’s social accounts increased exponentially.

Working with the CCMA and CBC Music, Innovate by Day produced the inaugural live digital preshow The CCMA Awards Preshow Presented by CBC Music (Please Hyperlink to the CCMA Awards Preshow Innovate By Day Page). This 90-minute live show aired on the CBC Music Facebook and YouTube pages, and on CBCMusic.ca. The pre-show, which ran directly into the online broadcast of the 2017 CCMA Awards gave fans insider access to the exclusive John Deere Green Carpet for the first time ever.

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