“We had this idea that was very bold and very simple, too,” said William White, VP-marketing at Target, which has sponsored the show for the past 15 years using traditional spots. “What do fans want when they’re watching the music awards? More music performances.”
The push carried the hashtag #moremusic and promoted the release of Target’s exclusive deluxe edition of the band’s upcoming album “Smoke & Mirrors.” The goal, he said, is to put fans “closer to the artist in ways that they otherwise wouldn’t be able to do.”
The retailer’s Grammy Award media buy varies each year, but has been around four minutes for the past few years, Mr. White said. Haworth Marketing & Media handled the buy.. Haworth Marketing & Media handled the buy.