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GRAMMYs AR Mini Game: Experience Your Own Red Carpet Moment

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The 66th Annual GRAMMY Awards took place on February 4, 2024, in Los Angeles, marking a significant event in the music industry.

At this year's GRAMMY Awards, a total of 94 trophies were awarded. Among the recipients, Taylor Swift secured the Album of the Year award for 'Midnights,' which also won Best Pop Album. This win marks a historic moment as Swift becomes the first artist in GRAMMY history to win Album of the Year four times, setting a new record at the GRAMMY Awards.

Photo: Getty Images

Project Background

To engage a younger demographic and enhance social interaction, the Recording Academy adopted an innovative marketing approach. They implemented an augmented reality (AR) strategy on Snapchat aimed at delivering a captivating and immersive user experience that mirrors the grandeur and excitement of the GRAMMYs. This approach was designed not only to attract but also to deeply engage the audience, leveraging innovation technology to bring the lavishness of the event to users worldwide. For this purpose, Byten21 leveraged its robust production experience to bring an engaging gaming experience to the GRAMMYs.

Project Implement

In a bid to maintain brand consistency while tapping into the unique characteristics of Snapchat's user base, Byten21 developed an interactive gamified lens. Incorporating iconic GRAMMY elements such as grammophone, notes, and microphones. This game used head-motion controls to navigate through a maze, effectively simulating the excitement of the red carpet experience. Creating a gameplay experience that was both innovative and appropriate for the glamorous setting of the GRAMMY Awards.

Designing a 3D AR game for Snapchat is a very big challenge, AR Lens game was previously known for simpler 2D interactions. Our team had experience from building a highly successful Halloween-themed 3D AR game, we pushed the boundaries of what was possible on Snapchat. 

The game featured sophisticated 3D modeling, dynamic lighting, and precise positioning, all fine-tuned to enhance realism and user engagement. These elements ensured that users not only played a game but felt genuinely immersed in the GRAMMY Awards atmosphere.

Project Result

The results were remarkable: in just the first 40 days following the launch, the GRAMMY AR lens reached an estimated 105M+ monthly users, with total views of 4M+ and plays nearing 3.9M+. The lens was shared 24,000+ times, and the call to action for email acquisition was answered 63,000+ times, significantly boosting social engagement. These metrics not only demonstrate the success of the AR lens in capturing the audience's attention but also its effectiveness in driving real engagement.

Try GRAMMY Gold Race Lens in Recording Academy Official Snapchat Account.

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