Dive Brief:
- Target went all out this year for a multi-platform campaign surrounding the Grammy's.
- The #MoreMusic campaign launched with a live commercial during the Grammy's of an Imagine Dragon's performance, which was meant to promote the four bonus tracks on the band's new album available exclusively at Target.
- The live performance will be reduced to a 30-sec TV spot that will start airing Feb. 15 that will run in addition to a full scale Twitter campaign with branded guitar picks, live tweeting, and Twitter personalities.
T-minus a few hours until we're flipping this pick and revealing what we've been up to! #MoreMusic pic.twitter.com/V4i76r5776
— Target (@Target) February 7, 2015
Safe to say this live @ImagineDragons show is the most fun commercial break ever! #MoreMusic #GRAMMYs pic.twitter.com/H652NLn56N
— Target (@Target) February 9, 2015
Dive Insight:
In the digital marketing industry, there is a lot of talk about multi-platform campaigns, but we rarely see it executed as well as this Target campaign. As digital marketers increasingly realize the need to take advantage of second screens—especially during live events like the Grammy's—expect to see more brands taking a similar approach to Target's.
