CIROC and The GRAMMY Awards teamed up to create a short video showcasing some of the industry’s emerging talent coming together to create the ultimate jam session called ‘Step Into The Circle.
The partners invited musicians who’d never met before to a mysterious brand-backed jam session that ‘brought artists and new friends together through music’ and provided a platform for them to explore their common musical bond in front of a club full of unsuspecting patrons.
https://www.youtube.com/watch?v=Oglm8wGSPKs
The content ran on www.grammy.com as well as across the brand’s own channels.
The activity was initially trailed on the official Grammys YouTube channel,
The central event was also promoted via a digital video of the event,
The initiative was also promoted across social channels using the hashtag #StepIntoTheCircle
Ciroc front man and part-owner Sean ‘Diddy’ Combs was on hand to promote a new set of cocktail recipes designed specifically for the 2015 GRAMMYs and the Step Into the Circle jam session:
‘Music has always been my first love so I am excited to announce a partnership between CIROC and The Recording Academy,’ said Sean Combs, Chairman of Combs Enterprises.
‘The GRAMMYs and CIROC recognize artists that are changing the face of music and making an impact on generations to come.’
These new cocktails included the Ciroc Signature Martini:
- 1 oz. CIROC Vodka
- .25 oz. Elderflower Liqueur
- .5 oz. French Aperitif Wine
- Garnish frozen red grape
- Glass: Coupe
the French 75:
- 1 oz. CIROC Vodka
- .75 oz. Simple Syrup
- .75 oz. Lemon Juice
- Splash of Stellina di Notte Prosecco
- Glass: Champagne Flute
- Garnish: grape
and the Red Carpet Cosmo:
- 1.25 oz. CIROC Red Berry
- .5 oz. Orange Liqueur
- 1.5 oz. Cranberry Juice
- .5 oz. Lime Juice
- Glass: Coupe
- Garnish: Strawberry or raspberry
Both activation strands followed an early February deal between the GRAMMYs property owner, The Recording Academy, and Diageo that saw Ciroc agree a multi-year partnership as the ‘Official Vodka of the GRAMMY Awards.
This deal is actually part of a wider relationship between The Recording Academy and Ciroc parent company Diageo.
As part of the agreement, CIROC will be featured at official GRAMMY-affiliated events honouring the recording industry’s most respected talent, including the official after party: GRAMMY Celebration.
Thus, throughout the 2015 GRAMMY week, artists, musicians and industry elite will be treated to specialty CIROC Ultra Premium cocktails at the year’s most coveted red carpet events including the 25th Annual MusiCares Person of the Year, 57th Annual GRAMMY Nominees Reception, Pre-GRAMMY Gala and GRAMMY Salute to Industry Icons and the GRAMMY Celebration After-Party.
Comment
A neat triple-lay activation that spans a GRAMMYs-related branded musical events where Ciroc can ‘own the story’, a property-derived product range and a promotional campaign fronted by a musical brand ambassador (who also happens to be a co-woner).
It continues the ongoing –repositioning of the Ciroc brand, whilst still remaining true to its original music and party-focused positioning.
A rivals brand with a similar marketing approach and entertainment-led psotioning, Patrón, ambushed the GRAMMYs with its own real-time social media team monitoring the event and creating low-latency tweets from the @Patron handle in response to the awards show and its winners.
The initiative was based around promoting its #Remixology custom recipes and thus created drinks that reflected each event and winner.
This approach reportedly resulted in 20,000 online brand engagements.
Links
Ciroc Website
Ciroc Twitter
Grammys Website
Grammys YouTube
https://www.youtube.com/user/TheGRAMMYs
GRAMMYs Twitter:
https://twitter.com/TheGRAMMYs
GRAMMYs Facebook:
https://www.facebook.com/TheGRAMMYs
GRAMMYs Tumblr:
