Gregory Brunkalla directed the Target "LukeBox" for the launch of Luke Bryan's album "Kill The Lights." Fans submitted song requests via Twitter using #LukeBox, and Bryan wrote and performed personalized songs on the spot from inside a custom red jukebox set.
Client
Target
Services
Event
Challenge
Target needed a way to launch Luke Bryan's new album that felt personal, interactive and fresher than a standard retail promotion.
Brunkalla directed a real-time content engine built around a custom red jukebox set. Fans and celebrities including Lionel Richie, Little Big Town, and Willie Robertson tweeted song requests to #LukeBox. The requests were filtered and fed to Bryan and a team of songwriters who wrote the music and lyrics on the fly. Bryan performed each song live on set, the team edited the videos in minutes, and the finished songs were posted back to fans on Twitter.
Result
Over 40,000 fan requests, 25 original songs written and performed in a single day, and massive social engagement around the album launch. "Kill The Lights" debuted at number one.
