At the Grammys, Target creates Imagine Dragons mini-concert

Band Imagine Dragons performs in Deutsch LA produced ad.
Band Imagine Dragons performs in Deutsch LA produced ad.

With the help of Deutsch LA, the big-box chain created a big block of airtime for a sponsored performance

After 15 years sponsoring the Grammy Awards, Target this year used its eight 30-second spots to stage a show within the show.

During Sunday's awards show, Target and Deutsch LA combined its airtime into a single four-minute block. During that time, Las Vegas band Imagine Dragons performed in their hometown for over 300 fans.

Target is working with the band on several marketing fronts and will sell a special edition of its new album "Smoke & Mirrors."

The event was teased on social media platforms such as Snapchat and received favorable traction online with the hashtag #MoreMusic.

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