On Sunday night, February 12, 2012, thirty-nine million viewers tuned into CBS to watch the 54th Grammy Awards. This was recorded as the second largest audience to watch the awards show since 1984. Beyond the extravagant performances and the beautiful tribute to the late Whitney Houston, the massive viewer base meant something else. The show brought top names in all genres of music together ranging from country to electronica, meaning a diverse group of people watching and a marketer’s dream. So who took advantage of this opportunity and who missed out?
And the winners are….
Target for “Best Performance in Media Placement” and Chipotle for “Best New Brand Message in a Television Ad”. This is not to say that there weren’t other great ads during the show, but these two were definite showstoppers.
Let’s talk Target. First of all, I must applaud Target’s overall branding strategy just in TV ads alone. Before the ad even starts, you know it’s a Target ad. All of Target’s ads have the same general feel, look, and sound without looking identical. Second of all, Target used great social techniques and ad placement during the show. The first ad they showed was the “Color Changes Everything” ad, which showed the hash-tag #targetcolor for the campaign at the beginning of the ad. This gave customers the opportunity to give immediate feedback on the ad or products. Target also cleverly aired ads featuring fans paying tribute to their favorite artists in their “The Fans Who Know it best” campaign. Many of these fans were singing songs by artists nominated at the show…coincidence? I think not.
Ok, now let’s talk burritos. Chipotle aired their very first television ad and it caused quite the ruckus in the social spaces. Some loved it, some hated it, some didn’t get it, and others starting looking up vegetarian recipes. They did a great job illustrating their brand mission and message that Chipotle uses rage free, hormone free, all natural food in their stores, but was it is an award winning effort? They skipped the dry humor and celebrity endorsement and went straight for good ol’ emotional appeal. In the end, the branding message was on point. It was consistent, strong and very apparent. Was the overall ad effective though? Personally, that ad did not make me want to eat a burrito any time soon. The branding tactic was great, the sales technique-a little off. Nonetheless, the point was proven and it was intriguing enough to keep viewers hanging on through the whole 2 minutes and 20 seconds of the ad to find out whom it was for.
Need to discuss your brand’s next branding strategy for an upcoming marketing campaign? Contact LEAP today and we’ll help create a campaign that brings music to your ears.