With some 30-second spots sold at a record $900,000 and ratings at their second-highest since 1993, this year’s Grammys were a hotter ticket than ever for advertisers. Here’s five brands that got the most bang for their buck in the biggest music marketing event of the year.
Going into the Grammys, we knew Justin Timberlake had one confirmed brand partner in Bud Light Platinum. But the first spot to feature the singer was a surprise ad from Target, breaking the news that the retailer would be releasing a deluxe edition of Timberlake’s album The 20/20 Experience featuring two exclusive bonus tracks (“Dress On” and “Body Count,” per Target.com’s pre-order page). Not only did Target steal the thunder from Budweiser, who also featured “Suit & Tie” in its own ad, the commercial came off as more humorous and generally entertaining than Timberlake’s own performance that had aired just moments prior. As the singer himself parsed it at the end of the spot, “Oh that’s exciting.”
Fresh from last week’s Super Bowl Half Time show, the music industry’s most powerful brand (per Frank Cooper’s No. 13 entry on the Power 100), introduced a trio of new commercials -- including its first official spot as part of its $50 million creative fund with Beyonce, which re-purposed footage from her Bowl performance to promote exclusive Pepsi ticket giveaways to the singer’s upcoming "Mrs. Carter World Tour." Pepsi also debuted two new country pitchmen -– “X Factor” winner Tate Stevens, and Best New Artist nominee Hunter Hayes, who made the first in a series of planned appearances for the brand this year with last night’s commercial. Additionally, Stevens debuted a new music video to Pepsi’s YouTube channel that had already racked up over 61,000 views within 24 hours of the telecast.
3. Cover Girl
The P&G makeup marketer has long been a big fan of musicians, featuring spokeswomen like Queen Latifah and Taylor Swift in recent years. But the beauty brand went even harder for music fans last night, debuting three new commercials featuring current pitchwomen Pink, Janelle Monae and EDM duo Nervo. Throughout the night, Cover Girl gave prominent promotion to its sponsorship of Pink’s Truth About Love tour this spring, debuted a new song from Monae and gave significant airtime to the comparatively little-known Nervo, who saw a big bump in social-media activity during the telecast.
Chevy ditched the Super Bowl in favor of the Grammys to debut its brand-new tagline, “Find New Roads,” and an extensive 90-second spot featuring four super synchs -– Patty Griffin’s “Heavenly Day,” Jimma Luxury & The Tommy Rome Orchestra’s “Cha Cha,” Theophilus London’s “All Around The World” and Frank Sinatra’s “Fly Me To The Moon” – to shine a spotlight on four different vehicles. The result was over 116,000 views on YouTube so far and an engaged music fanbase tweeting about the song’s spots (and cameo from London himself.)
Some five years after getting her big break from a synch in an Old Navy commercial, Ingrid Michaelson appeared as the unexpected face of Tropicana in a new spot featuring her covering The Beatles’ “Good Day Sunshine” on a floating piano. The theatrical spot earned favorable tweets from influencers like Perez Hilton, and over 13,000 views on YouTube thus far.