Introducing GRAMMYcam, the first award show trophy with a live-streaming camera built-in.

Award shows are all the same. They feature the same stars in the same format all in the same crowded time period. We set out to create a new fan experience to set the GRAMMYs apart, something that built meaningful connections with the audience and reaffirmed the GRAMMYs as an unskippable cultural event.

To create GRAMMYcam, we worked with GoPro to design a custom video camera that could be embedded in a special 3D printed base of the GRAMMY trophy. Fans could watch live-streaming video from several different GRAMMYcams, on any device, on GRAMMYsLive.com. This unique second­-screen experience created a more intimate view of what it felt like to be both onstage and backstage at any given moment. For the first time, fans were literally in their favorite artists’ hands and could witness greatness like never before.

GRAMMYcam was handed to winners during the 58th GRAMMYs broadcast. It captured footage that was broadcast live, streamed online, and shared socially. Some artists blew kisses, some waved, some gave speeches, and some just played it cool, giving their fans a never-before-seen intimate view..

FastCompany broke the GRAMMYcam story on Feb 9, kicking off a week of anticipation, further fueled by a coordinated campaign of videos and teasers.

A social “Unboxing” video was seeded with the show’s host, LL Cool J, who later went onto CBS This Morning to hype our talking points.

A web video dramatized the evolution of the GRAMMYS trophy from 1958 to today.

Social posts introduced the GRAMMYcam with “You Are Here” messaging.

The morning of the GRAMMYs, Wired broke another huge behind the scenes GRAMMYcam story.

Post-event content was shared on GRAMMYs social channels and gave fans a chance to re-live their favorite GRAMMYcam moments.

GRAMMYcam brought a brand new way to view live events – making viewers part of the action, versus just spectators. The GRAMMYs Live site saw 1.2 million unique visitors over the course of the night, with over 5.7 million camera angles accessed – that’s an average of over 4 different GRAMMYcam cameras viewed per person. The press jumped on the story, and over 400 GRAMMYcam-related articles were published online, including features from Mashable, FastCompany, People and Perez Hilton. The technology was an innovative way to draw both viewership and engagement. Our post-event content that was seeded out also drew in many fans, garnering over 1.5 million views to date.