Target took a very different approach to its advertising at the 2015 Grammys. Partnering with the rock band Imagine Dragons, the company promoted its newest campaign, #moremusic, with a live commercial.
It was the first live commercial in the history of the 57-year telecast.
"We had this idea that was very bold and very simple, too," William White, VP of marketing at Target, told Advertising Age. "What do fans want when they're watching the music awards? More music performances."
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Ad rates for the Grammys averaged $1 million per 30-second spot. Billboard estimates that the four-minute ad cost Target $8 million. Sunday's show drew 25.3 million viewers, justifying the steep price tag.
"It took more than 22,000 man hours, 2,500 square feet of LED lights, 575 people, 15 semi trucks and more for Target and Imagine Dragons to pull off the rockin' act," the company said in a statement.
The band has also partnered with Target to sell an exclusive edition of their "Smoke + Mirrors" album that features four bonus tracks.