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Client / Degree Women
Media / Digital, Consumer Promotion
Challenge / Leverage a partnership with the 56th Grammy Awards, highlighting R&B singer, Ciara
Idea / Bring Ciara’s fans onstage with her at the Grammy's after party, via a user-generated photo wall

Nothing is better than getting a chance to appear on stage with your favorite performers at the Grammy’s. So, we gave Ciara’s superfans a chance to make a virtual appearance in a coded, digital backdrop during her performance at the Grammy’s after-party.

Fans upload their photos for a chance to appear in her stage backdrop.r

After uploading, fans unlocked an all-access pass to her Grammy’s experience. They could scroll.through the photo gallery, view exclusive, behind-the-scenes content of Ciara’s rehearsal and they were also entered for a chance win a VIP trip to the Grammy’s for the following year.

Once uploaded, fans can browse the photo gallery view content about Ciara's preparation for the performance they may join.

Over 10,000 uploaded photos were aggregated and placed into the digital backdrop played during Ciara’s live show. After the performance, participants were sent a personalized link with a unique digital marker to view their "appearance" on stage.