During this year’s Grammys, Target secured eight 30-second commercial spots. However, the brand opted not to use the spots in the traditional sense.
Instead, Target coordinated a live, four-minute concert by Imagine Dragons. The initiative, which was pushed through social media and teased in advance with #moremusic, was a promotion of the band’s exclusive release of the new Imagine Dragons album, “Smoke & Mirrors.” The four-minute concert will also be leveraged in the brand’s new commercial to air next week, when the album becomes available. As brands continue to look to new mediums for more strategic and targeted advertising, Target has found a way to put a new spin on traditional broadcast.