Target was the only retailer selling the bonus edition of The 20/20 Experience, Justin Timberlake's new album, with two extra songs. To further the idea of "more JT,” we decided to find 20 of his biggest fans and give them a day they would never forget. The fans ranged from aspiring singers to former teeny-boppers who still carried a torch for all things JT. We told them we wanted them to help us release the album by singing his new single, “Mirrors.” Little did they know, JT was waiting backstage to surprise them.

To establish that Target gives fans more out of their music, we utilized the Grammy’s and announced an exclusive partnership with Justin Timberlake (JT). Our 30-second spot, showing only JT and a hash tag (#MoreJT), went viral.

Approaching the album release, we found 20 of JT’s biggest fans and surprised them with JT. This caught the media’s (ET, Billboard, CNN, etc.) attention.

Additionally, we threw a nationally broadcast release party for 400 fans hosted by Ryan Seacrest.

The results were in: Target’s third biggest album launch and CDs flew off the shelves. Target was re-positioned as THE place to get more.

- 1.4+ Billion total impressions (paid, earned and owned) not including organic press from mentions in the LA Times, Billboard magazine, CNN and more.

- Fans were enthusiastic about Target’s exclusive Justin Timberlake event; the vast majority (95% - 97%) of social conversation was positive.

- Key areas of conversation were around excitement for the new album, Target and JT collaboration, love for JT, and love his new songs.

- JT content on Instagram engaged with 46% of the Target Instagram community with 5,518+ total likes and 75+ comments.

- Week 1 album sales were the 3rd highest in Target music history.