Target launched an advertising blitz during The GRAMMYs CBS telecast promoting the retailer’s full armoury of music partnerships (and perhaps reminding viewers that the store still sells CDs).
Running no fewer than eight commercials during the three-hour broadcast, Target aimed to engage the 30 million awards show TV audience as it leveraged its status as thee exclusive retail partner of The GRAMMYs with a huge TV ad buy.
Whilst these stars didn’t actually perform at The GRAMMYs themselves this year, an artist line-up that stretched from Justin Timberlake and Janelle Monae, to Prince Royce and Shakira fronted Target’s activation.
Target’s Shakira spot, which announced the retailer’s partnership with the Colombian singer which sees the store carry an exclusive version of the new album, led with a Target-red microphone and the singer’s famous hips swivelling to a clip from her new track ‘Can’t Remember To Forget You.’
It’s other artist-led spots continued the same theme and creative approach – such as Target’s Janelle Monae TVC
and its Timberlake ad
Comment
The activation sees the retailer aim to strike back at online platforms such as iTunes through the tried-and-trusted strategy of big budget spectacle ads
Timberlake racked up seven nominations at this year’s awards ceremony, but his Target spot wasn’t the only commercial during the GRAMMYs telecast featuring the superstar singer/actor.
He also fronted a new MasterCard ad screened during the show.
A teaser campaign featuring Timberlake ringing an unsuspecting member of the public’s doorbell launched on the Friday before The GRAMMYs.
The flagship commercial continues from where the teaser left off with Timberlake surprising unsuspecting fans (announcing himself to them as a ‘priceless surprise’) and singing with them.
‘It’s not just about creating priceless surprises, but about how can we be priceless in people’s lives in new and unexpected ways,’ says Raja Rajamannar, MasterCard’s chief marketing officer.
As the ‘Priceless Surprises’ campaign unfolds, social media will play a key role as MasterCard customers are able to sign up for prizes – which include Timberlake music, signed photos or concert tickets – on Twitter by replying to ‘Priceless Surprises’ tweets.
Links
GRAMMYs Website
Target Website
MasterCard Priceless Suprises Website
http://pricelesssurprises.com/
