How Recording Academy CMO Evan Greene Used Pharrell Williams Hat to Revitalize the Grammys

Article written by: Jeanine Poggi It was the hat seen around the world. When pop star Pharrell Williams appeared on the Grammy stage in 2014 wearing a Vivienne Westwood hat, the Twittersphere exploded. The hat got its own Twitter handle and comparisons were made to Smokey the Bear’s hat. Then Arby’s got in on the action, demanding Mr. Williams return its hat. The conversation that ensued between Mr. Williams and the fast-food chain was just as popular (if not more so) than the actual awards show. Arby’s initial tweet received more than 80,000 retweets and nearly…