hilton
Stay In The Music Platform Launch
THE ASK
Launch a new music platform during music’s biggest night, the grammys.
THE BACKGROUND
Hilton has a storied history of iconic musical moments. The artists who matter the most to music, culture, and especially fans have stayed with Hilton.
THE TENSION
Fans suffer through a lot to see their favorite artists. Mud. Crowds. Exhaustion. Porta-potties. It’s a rite of passage we all deal with.
THE INSIGHT
To stay in the moment, you have to fully let go of every concern and worry. This is when memories are made, icons are born, and culture is changed.
THE OPPORTUNITY
As the most prominent hotel brand, Hilton allows fans to travel to music experiences all over the globe in comfort and style.
THE STRATEGY
Remove the barriers to fans’ passion to fuel what they love about music and create an experience they want to Stay in.
THE IDEA
Hilton is the place where fans can stay in the moment with their music without sacrificing anything.
THE PLATFORM
STAY IN THE MUSIC
We partnered with up-and-coming artist Laufey to perform an intimate concert before her first Grammy Award show. Before the big night, we identified her biggest fans through social media and invited them to stay with Hilton for a once in a lifetime concert experience. We filmed the show and posted it on YouTube for fans around the world to enjoy.
THE PRE-LAUNCH
During the Grammys, we aired two spots to introduce the world to our new platform. The first spot featured notable music fanbases fully living in the moment, with each group having all of their needs taken care of by Hilton staff and amenities.
The second spot featured our private concert with Laufey, showing that fans can get closer to the music they love with Hilton. And Laufey even won a Grammy that same night.
THE PLATFORM LAUNCH
At our private concert with Laufey, she debuted a new song that had never been heard before. We kept this a secret until she announced the new song on social media, premiering the first live performance of her song “Goddess” through Hilton’s social channels.
THE POST-LAUNCH
THE RESULTS
OVER 40 MILLION VIEWS
Across Hilton’s social channels.
OVER 17 MILLION PEOPLE
Tuned into the 2024 Grammys.
POSITIVE FAN RECEPTION
From a new audience for Hilton.