Target brings native advertising to the Grammys

Did you see what Target pulled off on Grammy night? In a nutshell, they pooled eight 30-second media buys (at a cost of $8 million) to air a four-minute live Imagine Dragons performance. Instead of the same tired tv spot, they delivered unique and unexpected content to the viewer in real-time.

The video promoting Imagine Dragons’ upcoming album, Smoke and Mirrors was teased on twitter and Snapchat prior. The exclusive deluxe Target version (I guess people still buy those) of the album features four exclusive songs.

Bravo.