Someway, somehow, I ended up on the red carpet for and attended the 64th Annual GRAMMY Awards, in Las Vegas, Nevada. This all happened because of Hilton’s long-standing partnership with music’s biggest night. Our goals?

• Capture Platform-first, real-time content for Hilton’s Enterprise channels.

• Leverage team members to tell Customer-Centric stories that deepen engagement through the lens of the GRAMMYs and Hilton’s reemergence in Las Vegas.

We did this by prioritizing Hilton’s brand new TikTok channel and Instagram’s native IG Story elements to gamify the experience of traveling with Hilton during GRAMMYs weekend. The choose your adventure style concept centered our iconic social media manager, Dannii, where we allowed Hilton’s audience to follow and control his Vegas experience. Dannii’s journey was activated through real-time video’s, engagement polls, and posts across Enterprise social channels throughout the weekend. It was one of the most complex productions I’ve ever been a part of where we had to shoot each scenario we were offering to our audience via IG polls and endless b-roll. Collaboration got us through the moments where our meticulous planning needed to pivot and in the areas where each of us stretched beyond our roles.

Since then, the Creative Studio at Hilton has shifted its structure to a mostly content-capture based operation.