Target's sponsored Grammys song hosted by Spotify
Target is getting ahead of the Grammys excitement with an ad spot featuring a branded song from Carly Rae Jepsen and Lil Yachty that will be featured on Spotify along with a social media hashtag campaign.
The song was produced with the two musicians, as well as producer Mike Will Made-It with an accompanying video directed by Roman Coppola. The campaign capitalizes on the celebrity-soaked Grammys season by tapping into social video and streaming music.
?Music has always been a powerful way for us to connect with our guests,? said Rick Gomez, executive vice president and chief marketing officer at Target. "This spot captures the fun of a Target run, the only place where you can stock up on groceries and find the perfect bathing suit, against the backdrop of an unexpected remake of 'It Takes Two.'?
It takes two
With the Grammys now right around the corner, the buzz about the big event is beginning to ramp up both among consumers and the brands that partner with the event.
And with any large public event such as this, brands are capitalizing on the increased amount of viewership by rolling out big-budget campaigns with high-profile guests.
So it goes with Target?s newest campaign, #MoreMusic.
The campaign, which will air live during the Grammys but will debut earlier on social media and YouTube, brings together two hot young musicians, Carly Rae Jepsen and Lil Yachty, for a remake of ?It Takes Two? by DJ E-Z Rock.
The 1988 hit will see the two stars dancing and performing in a Target where the products transform from everyday items on the shelves into instruments and other fun objects.
The music video was directed by Roman Coppola, most well-known for his collaborations with Wes Anderson and the Amazon television show Mozart in the Jungle.
The song will also be available on Spotify, marking an interesting crossover with music streaming site and the world of marketing.
Finally, the song and the campaign will be promoted on social media with the hashtag #MoreMusic.
The #MoreMusic campaign represents how important big events such as the Grammys are for marketers that they are willing to pour larger budgets and more resources into campaigns that run in tandem with them.
With this year?s event, Target has pulled no punches in assembling a team of highly recognizable names to create a memorable spot.
More interestingly, the partnership with Spotify shows how the music streaming service is becoming more of a branded platform, allowing brands to make their own music and have it be easily searchable and savable on one of the most popular music streaming services available.
Carly Rae Jepsen and Roman Coppola
Spotify has struck a similar partnership with the New York Times, giving new subscribers to the paper a free subscription to Spotify as well (see story).
Once the Grammys roll through, Target will play the ad in a more traditional setting, but the more interesting aspect is how the ad will fragment and live on various other platforms ? social media, YouTube, Spotify ? permanently.
?We couldn?t think of a better place to share it than during the GRAMMYs, music?s biggest night,? Mr. Gomez said.