Target Executes a First-of-its-Kind Live Broadcast - Event Marketer

Target Executes a First-of-its-Kind Live Broadcast

2016-Ex_EX_Entertainment_Target.
Brand: TARGET
Agency: DEUTSCH
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2016

As more and more live events are becoming the key creative for television ads, brands are looking for innovative ways to make the on-air experience as compelling as the real one. Enter #MoreMusic, Target’s take on the trend and the first-of-its-kind live broadcast of a four-minute Imagine Dragons concert during the 2015 Grammys. The program offered an unforgettable live experience in Las Vegas for thousands of diehard Imagine Dragons fans, who, when cameras rolled, ultimately became part of the show. The campaign also earned a cool 900 million media impressions while giving Target a halo of 99 percent positive sentiment.

The setting for the mini concert was, appropriately, a red circular stage, reminiscent of Target’s iconic bull’s-eye logo. Before the show, fans were invited into an exclusive Grammys party that offered food and drinks, a live dj and raffles for gifts including signed sheet music, autographed concert tickets, signed artwork, Beats headphones, band t-shirts and other souvenirs. There was also an Imagine Dragons-themed photo booth and a Target Beauty squad offering free hair and makeup services. Finally, fans were given LED wristbands programmed to the performance that, when illuminated, formed a human Target bull’s-eye that was revealed to TV viewers at the end of the performance.

The program garnered more than one billion impressions to date, and the performance retained three to six percent more viewers than adjacent commercial segments. #MoreMusic was the top national trend and the number two global trend on Twitter following the live performance. Right on, Target.

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