Cannes Lions

LATIN GRAMMY DROID 48 HOUR TURBOSOUNDTRACK

LOPEZ NEGRETE COMMUNICATIONS, Houston / VERIZON / 2015

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Overview

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Credits

Overview

Description

This campaign was conceived to launch the new Motorola DROID Turbo, while showcasing its main selling point: a battery that lasts up to 48 hours.

In order to do that, we created the Latin GRAMMY® Turbo Soundtrack — an original, 48-hour-long, real-time song whose lyrics were responses to social media conversations surrounding the actual Latin GRAMMY® — all created and streamed live for 48 hours straight.

Using our @VerizonLatino Twitter handle, we selected tweets about the Latin GRAMMY® show and crafted original, lyrical responses, that were then recorded in real time with local singers, as well as Latin GRAMMY® nominee Prince Royce. Lyrical replies were sent to users and then compiled as part of the 48-hour live-streaming soundtrack. All music heard on the soundtrack was original and created specifically for the occasion.

Outcome

Verizon Wireless dominated the social conversation during the 48-hour period, with 75% share of voice, and was the only wireless carrier in the national Latin GRAMMY® Twitter conversation. Nielsen Social Guide highlighted #droidturbo as the tenth-most-popular most popular hashtag on the night of the show – it was the only sponsor-specific hashtag among the top ten. It also generated an engagement rate of 3.08%, with 122 posts having a 9.84% organic engagement rate. In addition, the Prince Royce celebrity overlay drove 105K engagements, as the top celebrity mention in the night's conversation.

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