Target taps consumer data to drive brand "generosity"

This event report addresses attempts by Target, the retailer, to engage consumers using brand "generosity" – a strategy based on providing immersive experiences rather than traditional marketing communications.

Target taps consumer data to drive brand "generosity"

Stephen Whiteside Warc

In each of the last two years, Target has turned a four-minute commercial break during the broadcast of the GRAMMYs on CBS into a live music event for consumers to enjoy.

The Mi for its first real-time activation in 2015, and then tapped singer Gwen Stefani to fill the starring role in 2016. And the behind this strategy was to entertain viewers, rather than interrupting their experience to air a traditional television spot.

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