GRAMMY Awards
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A one-of-a-kind, three-minute commercial airing during the 59th annual GRAMMY Awards featuring pop star Carly Rae Jepsen, hip hop sensation Lil Yachty and producer Mike Will Made-It remaking Rob Base and DJ E-Z Rock’s 1988 hit “It Takes Two.” And there are more big names working behind-the-scenes—award-winning director Roman Coppola and La La Land choreographer Mandy Moore orchestrated the scene.
Overview
The premise? Carly and Yachty take over a Target store for an epic dance party, where everyday products transform into instruments, eye candy and more. As the action unfolds, we see that everything gets better when unexpected things come together.
So, what did it take to pull together the fun spot? Almost 700 Swiffers, 3,000 boxes of Bounce, three large sound stages, 150+ crew members—and Bullseye the dog, of course. And an unexpected second screen of social and digital content to bring this experience together, which I helped to manage and execute.
Results
The GRAMMYs was the #1 most social non-sports/non-political program across the TV season in 2017
I helped lead the second screen activation by partnering with vendors night of GRAMMYs to create authentic banter
Partnered closely with media team to plan 3 phased content approach: teaser, watch now and shoppable messaging:
Teaser: MTV Takeover video was leveraged on Snapchat generating over 25M video views
Watch Now: Full length video was served across Snapchat’s API and MTV Discover Channel driving an efficient cost per swipe
Shoppable: Leveraged Facebook carousel ads to drive link clicks to Target.com
