Roughly 25.3 million people watched the 58th Annual Grammy Awards, and Twitter users worldwide sent more than 20.9 million tweets during the event. Billboard reported that 2016’s ratings almost equaled last years and the event is the second-highest rated award show—right behind the Academy Awards.
On Monday night, millions gathered to watch performances by Lady Gaga and Adele—and see Taylor Swift win a Grammy for Best Album of the Year—while social media managers waited with flexed fingers.
Here’s how marketers took advantage:
Intel’s celebrity partnership
Intel partnered with Lady Gaga for the Grammys, which meant a busy night for the brand’s social media team. They tweeted and retweeted facts, kudos and behind-the-scenes peeks of the artist’s attendance and David Bowie tribute performance: