Client: Canadian Country Music Awards 2017
In collaboration with the Canadian Country Music Association and CBC Music, we created a digital engagement campaign that highlighted the best and brightest in Canadian Country Music and for the first time ever, offered fans complete access to Country Music Week. The project saw over 36 million impressions across the following initiatives:
Apple Music Fans’ Choice Award: With three different ways to vote, across the website portal, hashtag and song streaming, our campaign allowed fans to participate where and how they wanted. Because of this, the Apple Music Fans’ Choice Award was a huge success with votes increased by 1900% over the previous year.
The CCMA Awards Preshow Presented by CBC Music: Working with the CCMA and CBC Music, Innovate by Day produced The CCMA Awards Preshow Presented by CBC Music, the awards show’s inaugural live digital preshow. This 90-minute live show aired on the CBC Music Facebook and YouTube pages, and on CBCMusic.ca. Hosted by CBC Music’s Monika Platek, the preshow ran directly into the online broadcast of the 2017 CCMA Awards, gaving fans at home insider access to the exclusive John Deere Green Carpet for the first time ever.
CCMA Ultimate Fan Experience: The 2017 Ultimate Fan Experience contest was a driving social media force for the campaign. With over 1,000 submissions, charismatic fan Scott Sykes was crowned the Ultimate Fan. A major component of the experience was the opportunity for Scott to present the Apple Music Fans’ Choice Award during the broadcast with international superstar, Blake Shelton. The Ultimate Fan Experience gave our target audience an inside look into the inner workings of Country Music Week, and garnered a tremendous reaction from fans.
Three digital video series: Featuring Canadian country music artists, the digital video series showcased CCMA nominees as well as prominent Canadian country stars. The three video series garnered almost 1 million views across Facebook, YouTube and Twitter.
Dynamic social media campaign with online advertising: Content and messaging encouraged continuous audience activation from nomination day to the night of the broadcast. Key hashtags trended multiple times across the country throughout the campaign. Engagement across all the CCMA’s social accounts increased exponentially.
This project was made possible with the financial support of Bell Fund.