Celebrating the best in Canadian Country Music, Country Music Week is an annual event planned by the Canadian Country Music Association. Hosted by a different Canadian city each year, the week culminates with the CCMA Awards live television broadcast. In collaboration with the CCMA and CBC Music, Innovate By Day created and executed a multi-faceted digital and social media campaign for the 2017 CCMA Awards, driving fan engagement with Country Music Week in Saskatoon, SK, and tune-in to the broadcast on CBC.

GOALS

 

Drive audiences to tune-in to the CCMA Awards broadcast on CBC
Build awareness and affinity for the Canadian Country Music Association
Engage fans from across Canada live with Country Music Wee

 

what we did

Live Event Coverage | Digital Video Production | Media Buying | Social Media Community Management | livestream Pre-show for CBC Music Facebook Page | Apple Music Fans’ Choice Award Interactive Voting | First Ever Ultimate Fan Experience Competition

Innovate By Day created a digital engagement campaign that highlighted the best and brightest in Canadian Country Music and offered fans unprecedented access to Country Music Week through the eyes of Ultimate Fan Experience winner Scott Sykes, who also presented the Apple Music Fan’s Choice award during the live broadcast alongside international superstar Blake Shelton..

In addition to running the CCMA social media platforms from nomination day until the Awards broadcast, we engaged audience members with the Apple Music Fan’s Choice Award and the Ultimate Fan Experience Competition, and produced The CCMA Awards Preshow presented by CBC Music -- a multi-camera 90-minute pre-show live from the John Deere Green Carpet. Our team created three new digital video series and generated on-the-ground Country Music Week live event coverage.

results

The campaign elements worked together to generate impressive results:

Over 36.7 million people reached
Over 23.2 million total impressions
Over 7.5 million total video views
Scott Sykes was chosen from over 1,000 submissions to be the Ultimate Fan
Apple Music Fans’ Choice Award votes increased by 1,900% over previous years

examples of work

Preshow Title Sequence

Canadian Country Music Association Awards - CCMA Awards Preshow Live Stream

Paul Brandt - My Favourite CCMA Awards Momen

My Favourite Country Jam - Chris Buck Band