How Intel Won Big At The 2016 Grammy Awards With Lady Gaga's David Bowie Tribute


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While Taylor Swift and Kendrick Lamar walked away big winners after the 2016 Grammys, there was another big winner that night - Intel's brand image. 

When Intel and Lady Gaga teamed up to create a moving and multi-sensory tribute to the life and work of David Bowie, they knew what they were doing. Not only were they able to create a campaign that felt organic in both the style of Lady Gaga and David Bowie, but were able to tap into the incredible cult fan base of both personalities. 

In this blog post, we look at the partnership between Intel and Lady Gaga for the 2016 Grammy Awards and how that celebrity endorsement and their David Bowie tribute boosted their brand image.


The Partnership

Both Intel's and Lady Gaga's approach to their partnership came from an artistic standpoint - with the final result being a live performance at the 2016 Grammy Awards. Most importantly though, they created and tucked away valuable assets along the way.

Their team then used these assets to build a behind-the-scenes look at the creative process and an interactive portfolio on their website. This enables visitors to see exactly how their technology was vital to the artistic process. And for fans of artists like Gaga and Bowie, this is both very important and very interesting. 

The Performance

Lady Gaga's performance at the 2016 Grammys was a perfect example of good branded content. While it was clear that the tech giant was a sponsor and a partner in the performance, their involvement was made to feel organic, and more than just that... it felt as if the brand actually added to the experience with their unique contributions. And was needed to make it as good as it was.

Gaga and her team used the brand's technology to create a multi-sensory tribute to the late singer and performer, David Bowie. The performance used holographs, live video feed and processing, robotics, and 3D imagery and motion graphics to create an experience like no other. Directly following the performance, a commercial aired that showed a behind-the-scenes look at how the performance was created using the brand's innovative technology.


The GRAMMYs/YouTube

By partnering with an artist who is Avante-Garde in a similar way to David Bowie, yet still has a huge fanbase, the company found the best of both worlds in a celebrity endorser. The power of celebrity can make or break a brand image, and while Intel took on a huge task paying tribute to a rock legend, they won big with this one. Watch the performance below...



Why This Kind Of Branded Content and Celebrity Endorsement Works For Brands

Branded content should be of this quality. When partnering with a brand at this level, celebrities and fans alike look for authenticity and dedication to quality. Another example of great branded content is the partnership between GE and The Tonight Show With Jimmy Fallon for their "Fallonventions" segment. 

Partnering with a celebrity on a major level can completely renovate your brand's image. Before you spend another dollar on traditional advertising, consider how you can leverage the power of celebrities as part of your marketing campaigns. Our video provides answers to combat common advertising challenges marketers face daily.

Learn how entertainment marketing engages consumers