Target Creates First Ever Live Music Video With Gwen Stefani|短视频|广告营销案例【ADGuider广告指南】

Target 首次与格温 · 斯蒂芬妮合作制作现场音乐视频

案例简介：概要让客户和球迷比他们可以让其他任何地方的一切的核心目标。在音乐，这意味着更多，更多的经验，更多的内容，以及更多的音乐艺术家，球迷的喜爱。但在格莱美奖都充满了人们谈论最多的现场表演的世界上最大的音乐图标。这样的音乐最大的夜晚，你靠零售品牌的目标中脱颖而出呢？我们需要创建一个从未被 ew--文化时刻才会震撼世界的那个夜晚的期望是出乎意料的。更何况，与广播电视观众的格莱美奖的下一年比一年，和观众争相数字和社会的观点，鸣叫，像, 分享的颁奖晚会--我们知道我们必须要提供一个独特的无缝体验每个屏幕的脱颖而出。活动描述我们和格温 · 史蒂芬尼和使用指标的四分广告创有史以来第一个现场音乐视频拍摄时在国家电视台的格莱美奖。并不只是任何音乐视频的格温 · 史蒂芬尼的新单，“让我喜欢你。 “但我们不只是在电视上现场; 一些最大的社交媒体的影响力在格莱美奖的观众里面设置通过社交媒体。结果我们住得乐可视是最讲之前，期间，和格莱美之后收到了超过 40亿的印象和 2.33亿个社会观感。 • 在演出前的大举增加的公关，今晚的娱乐，西克雷斯特，和其他人想要了解更多信息。 • 在格莱美奖,格温 · 史蒂芬尼年间全国和全球的推特 (Twitter)。目标 40% 的语音格莱美每天超过 3800万场的视频浏览。 • 我们的想法获得超过 1,300 的全球新闻提到和著名的脱口秀节目上突出了像 Ellen 和吉米金梅尔，甚至被刊登在标志性的游戏节目,将受到威胁。 • 影响我们生活的音乐视频全国格温的专辑销量增加 300%，帮助她的首张个人专辑的十年来首次亮相 # 月音乐公告牌上第一次在她 30 年的职业生涯。相关性目标和格温 · 史蒂芬尼) 联手打造一个从未见过的想法，劫持了格莱美谈话的音乐最大的夜晚。目标给他们的广告在格莱美奖的音乐爱好者和创造有史以来第一个现场音乐视频拍摄在全国电视上。但我们不只是活在电视上。我们知道我们必须要在格莱美的观众是最忙碌的时候，所以我们有世界上最大的社交媒体影响力赶出现场, 独家内容在颁奖典礼打造多路经验根植于提供更多的音乐。执行在一个带有 2500万人观看，我们建立了一个在线音乐视频的美国最大的声场与 200 名船员，30 舞者，月滚轴溜冰，照相机的执行情况、月套, 月换行头，月音乐图标格莱美的观众所注意到的每个通道。但是，让我们先来。之前的生活时，我们创建了一个分阶段含量的方法，把世界的注意。我们开始用挑逗的视频频道的格莱美奖的是最受关注的 (Snapchat，推特，快变，Vevo) 甚至在实际举行颁奖晚会 (拉活的斯台普斯中心)。然后在格莱美，目标，格温，和有影响力的人开车调在整个社会渠道，使数以百万计的球迷。当在格莱美从他们展现给我们的活饲料，我们的视频开始显现出来，与社会对话在相形见绌。战略格莱美之夜是万众瞩目的，谈到的，意想不到的最具代表性的艺术家的表演时间。因此，为了获得格莱美奖的观众说的零售品牌的音乐最大的夜晚，我们又增加了不止一个广告。我们需要让观众更多的格莱美他们想要的更多的音乐，少的广告。并不只是更多的音乐，但设想将获得格莱美奖的观众谈论对象中的第一次，以前从未见过的, 如何-是-他们--这呢!建立品牌的领导在音乐和流行文化。我们也知道我们不得不在格莱美全场的数码频道被使用之前，期间，和颁奖典礼后，以让人们说话。

Target 首次与格温 · 斯蒂芬妮合作制作现场音乐视频

案例简介：Synopsis Bringing customers and fans more than they can get anywhere else is at the core of everything Target does. In the case of music, that means more access, more experiences, more content, and more music from the artists that fans love. But the GRAMMY Awards are filled with the most talked-about live performances by the biggest musical icons in the world. So on music’s biggest night, how do you make a retail brand like Target stand out? We needed to create a never-been-done-before cultural moment that would shock the world on a night where the expectation IS the unexpected. Not to mention, with broadcast viewership of the GRAMMYs down year over year, and audiences flocking to digital and social to view, tweet, like, and share the awards show - we knew we had to deliver a unique and seamless experience on EVERY screen in order to stand out. Campaign Description We partnered with Gwen Stefani and used Target’s four-minute commercial break to create the first-ever live music video shot on national television during the GRAMMYs. And not just any music video - the official music video for Gwen Stefani’s new single, “Make Me Like You.” But we weren’t just live on television; some of the biggest social media influencers took the GRAMMYs audience inside the set through live social media. Outcome Our live music video was one of the most-talked about moments before, during, and after the GRAMMYs – resulting in over four billion impressions and 233 million social impressions.•Before the show, there was a massive swell of PR, with Entertainment Tonight, Ryan Seacrest, and others wanting to learn more.•During the GRAMMYs, Gwen Stefani trended nationally and globally on Twitter. Target had 40% share of voice GRAMMYs day and more than 38 million campaign video views.•Our idea garnered over 1,300 global press mentions and was highlighted on celebrated talk shows like Ellen and Jimmy Kimmel - even being featured on the iconic game show, Jeopardy.•The impact of our live music video increased national sales of Gwen’s album by 300% and helped her first solo album in ten years to debut at #1 on the Billboard charts – for the first time in her thirty-year career. Relevancy Target and Gwen Stefani teamed up to create a never-before-seen idea that hijacked the GRAMMYs conversation on music’s biggest night. Target gave their commercial break during the GRAMMYs back to the music fans and created the first-ever live music video shot on national television. But we weren’t just live on TV. We knew we had to be where the GRAMMYs audience is most engaged, so we had the world’s biggest social media influencers pushing out live, exclusive content during the awards show to create a multi-channel experience rooted in delivering more music. Execution In one take with 25 million people watching, we created a live music video on America’s largest soundstage with 200 crew members, 30 dancers, 9 roller skaters, 11 cameras, 10 sets, 7 wardrobe changes, and 1 musical icon that captured the attention of the GRAMMYs audience on every channel. But let’s back up.Leading up to our live moment, we created a phased content approach that put the world on notice. We started by teasing the video on the channels where the GRAMMYs are most talked about (Snapchat, Twitter, Shazam, and Vevo) and even where the actual awards show takes place (LA Live next to Staples Center). Then on GRAMMY day, Target, Gwen, and our influencers drove tune-in across social channels, engaging millions of fans. And when the GRAMMYs cut from their show to our live feed, our video began to unfold, with social conversation baked in at every turn. Strategy GRAMMYs night is filled with highly anticipated, talked-about, and unexpected performances from the most iconic artists of our time. So in order to get the GRAMMYs audience talking about a retail brand on music’s biggest night, we had to create more than an ad. We needed to give GRAMMYs viewers more of what they really wanted: more music, less commercials.And not just more music, but an idea that would get the GRAMMYS audience talking about Target in a first-ever, never-before-seen, how-did-they-do-that?! way to establish the brand’s leadership in music and pop culture. We also knew we had to engage the GRAMMYs audience on the digital channels they were using before, during, and after the awards show in order to get people talking.