By sponsoring this collaboration, Target is basically putting complete product placement into a music video. Target advertised the video throughout the night of the GRAMMYs by showing sneak peak commercials leading up to the big premiere. It was a wise timing strategy for Target to debut the video during music's biggest night of the year, when avid music fans wouldn't dare turn away from a music video, even if it is an advertisement. In the first hour since the video was uploaded to YouTube after airing on TV, it has nearly 4000 views. Target and the other brands included in the video get the added benefit of having their product advertised anytime somebody views or downloads the video.
Sunday, February 12, 2017
It Takes Two
During the 59th Annual GRAMMY Awards on Sunday night, Target debuted a new commercial in the form of a music video featuring popular artists, Carly Rae Jepsen and Lil Yachty. The video, directed by Roman Coppola and choreographed by Mandy Moore, features the artists performing the '80s classic, "It Takes Two," and dancing with "shoppers" around a Target store.
By sponsoring this collaboration, Target is basically putting complete product placement into a music video. Target advertised the video throughout the night of the GRAMMYs by showing sneak peak commercials leading up to the big premiere. It was a wise timing strategy for Target to debut the video during music's biggest night of the year, when avid music fans wouldn't dare turn away from a music video, even if it is an advertisement. In the first hour since the video was uploaded to YouTube after airing on TV, it has nearly 4000 views. Target and the other brands included in the video get the added benefit of having their product advertised anytime somebody views or downloads the video.
By sponsoring this collaboration, Target is basically putting complete product placement into a music video. Target advertised the video throughout the night of the GRAMMYs by showing sneak peak commercials leading up to the big premiere. It was a wise timing strategy for Target to debut the video during music's biggest night of the year, when avid music fans wouldn't dare turn away from a music video, even if it is an advertisement. In the first hour since the video was uploaded to YouTube after airing on TV, it has nearly 4000 views. Target and the other brands included in the video get the added benefit of having their product advertised anytime somebody views or downloads the video.
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I agree that Target's music video ad was perfect for the occasion of the Grammy's. I think that it was a smart strategy to use music in an ad that would play for an audience that is clearly already interested and engaged with popular music. I also thought that that it was interesting that Target utilized the technique that many advertisers used during the Super Bowl of advertising the ad before it actually played to generate anticipation and hopefully increase engagement and attention. I think it worked--I know that my friends and I, when watching the Grammy's together would see the ads teasing the music video and would talk about what it could be. I thought that music video ad was effective in reaching an already engaged audience.
ReplyDeleteWe spoke about this in our Media Literacy class a few days ago, and how companies are finding new ways to sponsor artists and music without directly paying the record companies for promotion. In this case, Target is completley focusing on the artist, and sponsoring them by completley funding this music video. It will be interesting to see how record labels respond to companies going straight to independent artists, rather than working together. If they are able to come to an agreement, it could be a game changer in terms of how companies sponsor artists.
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