During last year's Grammy Awards, Target hosted a live commercial break performance by Imagine Dragons. Target has been using the Grammy telecast as a way to boost brand awareness for the past 16 years, previously using the awards show to unveil partnerships with celebrities such as Justin Timberlake and Shakira. Target previously collaborated with Stefani back in 20, when the retailer carried a children's fashion line from the No Doubt front-woman called "Harajuku Mini." The live music video is part of Target's #MoreMusic campaign, an effort three years in the making that aims to deliver more music to fans from their favorite artists. The effort helped drive conversation and awareness for the March 18 release of Stefani's new album.
#IMAGINE DRAGONS ALBUM TARGET TV#
The campaign featured the first music video produced during a live TV broadcast for the song "Make Me Like You," which was shot during a four-minute segment of the awards show, last month. Target and Gwen Stefani teamed up to promote the artist's new album, "This Is What the Truth Feels Like," via a live music video production during the 2016 Grammy Awards. interesting.Campaign: Gwen Stefani #MoreMusic Grammy MomentĪgency mix: Deutsch (Creative), Haworth Marketing + Media (Marketing), Rogers & Cowan (PR), 360i (Social) This #GRAMMYs #moremusic interstitial is pretty much the TV version of native advertising. Ads that try to add to the content, instead of leaching. That ad w/ is homerun of content marketing.
#IMAGINE DRAGONS ALBUM TARGET HOW TO#
Observers, however, couldn’t seem to agree on how to classify this project: The meaning of the #MoreMusic tag was twofold, then: viewers got more music during the Grammys broadcast thanks to Target’s ad spend and consumers will also get more music when they buy the album from Target.
Love what you heard from Preorder now & get #MoreMusic when it drops Feb 17. But the campaign did link directly to the client’s retail initiative involving a product that will only be available at Target: Since the ad simply featured the band playing a song, any judgement of its aesthetic merits will be closely tied to one’s opinion of the band in question. is taking this stage during a special #GRAMMYs commercial break, tonight. The agency’s creative team got a bit less credit than usual for this campaign, which the release describes as “a collaboration between Target, Imagine Dragons, director Jonas Akerlund, Deutsch LA, Haworth, Grammy Network CBS, Target’s social-media partner Carrot Creative and PR partner Rogers & Cowan.”Īs we now know, the move posed something of a risk for Target, which paid $8 million to buy an entire commercial break for the campaign. #Target commercial was awesome! #Deutsch made history tonight! So glad to be apart of such a creative agency! #Dlife #MoreMusic
Instead of commercials, how about #MoreMusic ? #GRAMMYs - Jasmine February 9, 2015 …and a couple of viewers who double as Deutsch employees definitely get it:ĭeutsch does it again. Tonight, gives fans #MoreMusic w a live commercial performance during the #GRAMMYs feat. The agency gave followers some context before the event: In case you missed it, Deutsch LA gets credit for dropping a Grammys first last night: an ad that wasn’t quite an ad at all.
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