AEG Digital Media’s MC Helps Grammys Get Social.

Going down in history as television’s most social event, the 54th GRAMMYs’ viewership increased 50 percent from the previous year, and generated a staggering 13 million social media comments, according to Bluefin Labs, a social analytics company that tracks social media engagement related to broadcast TV. Music’s Biggest Night produced 2,280 percent more comments than last year’s mere 546,000—outdoing the most-watched, most social Super Bowl in history. The volume of mentions far surpassed any other awards show, with 81,250-plus per hour over a two day period.

The success, in large part, can be attributed to GRAMMY Live—the interactive, real-time experience that combines second screen, social and mobile components—produced by AEG Digital Media. The three-day webcast gave fans a behind-the-scenes look at exclusive content including GRAMMY events, parties, and, of course, red carpet interviews. GRAMMY Live, which is an extension of the GRAMMY website, was also available as a second screen experience during the GRAMMY telecast, providing footage from previous shows, backstage access, post-award interviews, additional views of the crowd, and the inside scoop on nominees, presenters, and performers.

GRAMMY Live attracted more viewers than ever this year, bringing in 1 million unique viewers across the web, iPhone and iPad. This is the third year AEG Digital Media has partnered with The Recording Academy for GRAMMY Live, however it is the first year of incorporating its newest product, the MC. The MC is an interactive polling application that allows viewers to answer trivia questions, participate in polls, and see interesting stats and announcements that enable fans to take part in the live event. The MC increased fan interaction as GRAMMY Live viewers guessed who would win the Awards, streamed a radio station of GRAMMY nominees, tweeted, and answered trivia questions—all in one place. Users were able to easily access past winners and current nominees and browse GRAMMY-related tweets. Mashable calls GRAMMY Live, which is optimized for the iPhone and iPad, “one of the best apps we’ve seen for an awards show.”