Target departs traditional Grammys format to make history with live ad gig

Target marked a Grammy-first by pooling eight 30-second media slots to broadcast one four-minute live Imagine Dragons concert during an ad break.

In a bid to bring viewers #moremusic during America’s biggest music event, the ad promoted the release of Target’s exclusive deluxe edition of the band’s upcoming album “Smoke & Mirrors”.

“We had this idea that was very bold and very simple, too,” said William White, VP-marketing at Target, which has used traditional methods during the past 15 years of its Grammys sponsorship.

https://www.youtube.com/watch?v=WatKLwqVqHo

Around 300 fans were invited to the set-up in Las Vegas, complete with 20 ground cameras and a helicopter to capture the event.

The Grammys first live performance ad break was a big effort between Imagine Dragons, Grammy winner Jonas Åkerlund, Deutsch LA, Haworth, Grammy network CBS, Target’s social-media partner Carrot Creative and PR partner Rogers & Cowan.

In a bid to maintain momentum, Target will target Twitter’s “Flock to Unlock” feature to share unseen content from the massive event. Snapchat was also used ahead of the event to tease clues and a behind-the-scenes perspective as the production consumed downtown Las Vegas.

To complement the bands album release the performance will also be used in 30-second slot’s during the week of 17 February to gain traction.