With Snapchat becoming one of the most effective ways to connect with a millennial audience, Target was looking for just the right moment to launch into the platform.
After shaping a Snapchat strategy, we next identified a moment that would resonate with our millennial and younger audience - a secret concert with Imagine Dragons, to take place LIVE during a commercial break during the Grammys. The goal of the concert was to give guests #MoreMusic. Our plan for Snapchat couldn't have paid that off any better. We were going to give our Snapchat audience #MoreMusic with a firsthand, behind the scenes look at the whole concert taking shape.
We put together the strategy, snapped our first story, and flew to Las Vegas to give our Snapchat audience a first-hand look at the entire show. Day One - Story One - was all about teasing the fact that we were in Vegas for a big musical treat. Day Two - Story Two - was all about a behind the scenes that couldn't be beat.
While we were there, we became the go-to creative team for all social content released during the event - including Facebook, Twitter and Instagram.
Creative Team :: Travis Robertson (CD) Steve Chirhart (ACD) Michael Harris (AD) Kiera Jacobson (CW) Tierney Kreinert (Producer) Aaron Miller (Social Strategy)