Target Brings Gwen Stefani to the Grammys

Target pushed musical boundaries at the Grammy Awards again this year, this time sponsoring the creation of a live music video by Gwen Stefani.The music video — set to the solo star's song “Make Me Like You” — was acted out, filmed and broadcast live from Los Angeles during a four-minute commercial break as part of the Feb. 15 broadcast of the 2016 Grammy Awards on CBS. Directed by veteran music video maker Sophie Muller, the performance included multiple sets and costume changes in real time, including plenty of Target branding — including red and white color themes, and bull's-eye shapes.Target offered exclusive footage of the behind-the-scenes action from a variety of vantage points via Facebook Live, Periscope and Snapchat. The event now lives on Vevo as the song's official video. (See below.) Social media influencers Todrick Hall and Meg DeAngelis supported the effort by posting behind-the-scenes content before, during and after the shoot; they additionally had cameos in the video. Sponsored ads touting the event also run on the social media channels.As part of the campaign, the mass merchant will also offer four exclusive songs on Stefani’s upcoming album, “This Is What the Truth Feels Like." The retailer is already accepting pre-orders of the album on target.com; it rolls out March 18. Display ads on websites such as vevo.com and video ads on sites including YouTube support.During last year's Grammys, Target sponsored a unique live broadcast performance by Imagine Dragons and also offered exclusive content by the group.The efforts are part of the #MoreMusic platform Target has been building for years in an attempt to bolster its cache as a music authority.

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