Cloud-based video production, editing and distribution platform, Grabyo, partnered with the BRIT Awards to increase its content reach and audience engagement during its awards ceremony.
Grabyo’s cloud video platform helped the BRITs share moments in real-time to Twitter, Facebook and Instagram during the London-based music awards event last month.
Grabyo worked with content agency Somethin’ Else and claims that the BRITs’ social video content reached 22 million people on the night, achieving 11.7 million views. The BRITs’ Instagram story alone received a total of 6.5 million video views.
“We wanted to make sure the 2019 BRITs were accessible to everyone, no matter how fans were following along,” said Giuseppe De Cristofano, Director of Digital for The BRITs.
“Our social media content shared through our work with Grabyo made sure everyone felt a part of the night and could come together as a community to celebrate the music.”
Grabyo CEO Gareth Capon said: “The BRITs demonstrated how an effective real-time social video strategy engages consumers around live events.
“The reach of BRITs content during the night shows that this is what fans want. Consumers watching on TV are looking to join in the online conversation, while those not watching want instant updates and behind the scenes access.
“This demand is a real opportunity for brands to get involved, a chance to have an authentic relationship with the audience that extends beyond the TV.”