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.

GRAMMYcam is the first award show trophy with a live-streaming camera built right into it. Through an immersive second-screen experience, users were able to view the GRAMMYs award ceremony from almost any perspective they wished. Viewers could choose to be on stage with the winners, peek at the backstage excitement, or ride along for press interviews. For the first time, the fans were in control of their GRAMMYs experience.

GRAMMYcam was an innovation that immersed fans in an intimate experience with their favorite performers, live. A new bar has been set for all award shows, and perhaps all live events.

Access to celebrities has completely changed. With Instagram, Twitter, and Periscope, it’s intimate and instant. Yet award shows haven’t kept up. So we designed a custom GoPro camera and put it inside the base of the GRAMMY award. It streamed to grammyslive.com during the broadcast, literally putting viewers in their favorite artists’ hands, allowing them to witness greatness like never before.

FastCompany broke the story on Feb 9th, kicking off a week of anticipation (fueled by video and photo teasers).

Most of the action, however, occurred the night of the event where over a million people tuned in online for the chance to experience the GRAMMYcam in the hands of their favorite musicians. Over the next few days, we shared “best of” highlights of the intimate footage of artists in their winning moments, giving fans another chance to relive them.

Award shows all feel the same. They use the same format, and showcase the same stars, all around the same time period. We wanted to differentiate the GRAMMYs by creating a new experience for the fans that brought them closer to their idols and established the brand as an innovative leader.