Tonight at 8pm ET when Brad Paisley and Carrie Underwood take the stage to co-host the 45th Annual Country Music Association (CMA) Awards, “Country Music’s Biggest Night” will feature more than 20 performers including mega names like Taylor Swift, Blake Shelton, Miranda Lambert, Zac Brown Band, Jason Aldean, Keith Urban, Sugarland, Kenny Chesney and Grace Potte, but how effectively is the CMA and ABC marketing the event online? We never thought you would ask!
Here’s our take. While content and features are abundant across all of the CMA’s digital and mobile assets, the overall process of locating essential info, social media properties, and application is a frustrating process for the consumer. One of the main sources of the disorganization is the fact that the show’s web properties are spread between the CMA’s primary digital outlets as well as ABC.
A quick search for the CMA Awards Twitter or Facebook doesn’t turn up results unless you know to search for the CMA’s social media accounts. The same is true of the official awards show website which is found within the CMA World website which is easily confused with the ABC or CMT awards show page as the official source of content.
CMA Official Website • CMAWorld.com
There is a plethora of content on the CMA’s official website (CMA World) for the 45th Awards, however, like the overall digital marketing strategy
Mobile Apps • iTunes • Android
The CMA Awards launched the CMA World app for iPhone and Android to keep you up-to-date and in the know for the CMA Awards, CMA Music Festival, CMA Country Christmas and more all in one location.
CMA World gives you all the information you might want and need about the Country Music Association and your favorite artists and bands. The app brakes down the three separate events with a variety of content tailored for each.
One of the most interesting features of the app is the integration of social media feeds which you can search for the latest tweets from a drop down list of artists and the #cmafest hashtag. Another awesome component is that you can listen to Slacker radio inside the app and it’s commercial free. Amongst the other sections inside the CMA World app you’ll find bios, videos and the latest news for each of the events as well and your favorite country music stars.
CMA Social Media Feed
Slacker Radio in App
Since we’re talking about the CMA Awards, we’ll dive deeper into that section of the app. In here you can check out the nominees and vote for who you think will win the category. You also have the option to post vote once you’ve made your selection on Twitter or Facebook. After the award show has ended winners of each category will be posted. Want to know who will be performing in tonight’s show? Check out the “Performers” section. Here you’ll be able to read their bios, send a message through Facebook or Twitter in app or redirect to the performer’s YouTube channel, Facebook Page, Twitter or website.
CMA Awards Mobile Homepage
CMA Awards Mobile Voting
Overall, the CMA World app does give you all the information you’d want and more about the major Country Music Association’s events in a comprehensive, easy to navigate app.
Twitter • @CountryMusic
The Country Music Association will be tweeting updates from the red carpet and behind-the-scen
Facebook • CMA
The CMA’s Facebook Page has almost 800,000 fans, but is not taking advantage of this large following with any sort of promotions, entertaining customized tabs or on page engagement other than wall posts that more often than not link out to another site. One of the tabs, “CMA Awards Webtools“, features what looks to be profile pictures for each artist or band nominated for an award, but very few of them are actually using them on their own pages. We’re guessing it’s for fans to upload to their individual profiles, but without any other info who’s to know?
Livestream • Livestream.com/CMA
Want to see more surrounding the awards show? Check out the CMA’s on Livestream for official red carpet and behind-the-scenes coverage now. You can also view the livestream of the show directly on the CMA World website which includes the always fun #CMAawards FanChatter where you can tweet with other fans in real time while watching the show on your computer.
PitchEngine • CMA Awards
Like major brands including Pepsi, Cisco, and Zappos, the CMA Awards is using PitchEngine to make the press releases sexier and inherently more social media friendly. PitchEngine, if you are not familiar with the service, allows brands and agencies to easily create shareable “Quick Facts” and a pre-written tweet for influencers to share with their niche audiences. The only problem is that the CMA Awards is not taking full advantage of the PitchEngine platform which allows for the addition of more visual PR content.
