Target + Gwen Stefani, the Latest Live TV Event

Posted on by Patty Odell

If you watched the Grammy’s last Sunday, you likely saw the four-minute live Target-sponsored video featuring Gwen Stefani, nine costume changes and her performance of the song, “Make Me Like You.”

But whether you did, or didn’t, this article offers an inside look at the who, what where, how and whys Target was willing to make a bet on a live TV event, which are becoming popular as another way for brands to entertain potential customers, in particular Millennials.

It also offers a look at other brands who have staged Live Musical TV Events that have had great success.

Check out the Stefani video, which included a daring live roller skating scene:

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by Patty Odell

Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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