Target airs Imagine Dragons performance through social platforms rather than taking traditional ads during Grammy Awards
Target has used its sponsorship of the Grammy awards to bring its social media followers a surprise concert during the music awards.
Through #moremusic, the US retail chain began to tease out its plan on Friday on Snapchat and Twitter with the picture of a branded plectrum, with the name of Imagine Dragons on the other side.
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
Secret's out! We're turning a #GRAMMYs commercial break into a LIVE @ImagineDragons show. Now that's #MoreMusic. pic.twitter.com/ai7S6L7DlC
— Target (@Target) February 8, 2015
So excited to go to @Imaginedragons performance tomorrow with @Target during the #GRAMMYs! You guys can watch it live too :) ! #moremusic
— Justine Ezarik (@ijustine) February 8, 2015
Ahead of the performance, which saw the band play a four-minute session during one of the commercial breaks on Sunday night, Target tweeted reminders to followers.
Don't miss this! MT @Target: @ImagineDragons is taking this stage during the #GRAMMYs, tonight. Tune in. #MoreMusic pic.twitter.com/OnDrPwXBRM
— Target Style (@TargetStyle) February 8, 2015
Rockstar alert! So pumped these super-fans could join the #MoreMusic party. pic.twitter.com/IM1qH1ByZk
— Target (@Target) February 9, 2015
The accounts then sent pictures from the front of the stage during the band’s performance in Las Vegas.
Now @KatyPerry. Next: @ImagineDragons LIVE from Las Vegas. #MoreMusic #GRAMMYs pic.twitter.com/15W3tdDVga
— Target (@Target) February 9, 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
Love what you heard from @ImagineDragons? Preorder now & get #MoreMusic when it drops Feb 17. http://t.co/0VWleyAe1e pic.twitter.com/2qFxVh1oBR
— Target (@Target) February 9, 2015
Around 300 fans were invited to watch the band perform especially for Target, which chose to run the stunt instead of taking out 30-second advertising spots during the awards.
A behind-the-scenes video of setting up the performance has also been released on Target's YouTube channel (see above.)