Target Creates the First ‘Shoppable’ Film
Target has pulled off some high-profile, high-concept, and very successful buzz-generating events. But in some cases the only consumers who could see them first-hand were in New York and Los Angeles. So the retailer set out to bring its innovation to the masses—by taking them to the movies.
With a campaign called Falling for You, Target created an episodic Hollywood-style romantic comedy released online that viewers could watch while they shopped. Directed by “Mad Men” director Phil Abraham, the films featured Kristen Bell (“Veronica Mars,” “Forgetting Sarah Marshall”) and other actors wearing Target clothing and living and working in sets filled with Target merchandise. Viewers watching the action online could instantly add items from the film to a wish list that was linked to Target.com for ordering. Like that pink tank top she’s wearing? Click! It’s on your wish list. Need that throw pillow in her apartment? Click. It’s yours. First-of-its-kind technology enabled viewers to shop from a sidebar without having to pause or stop the video. Target said it was the first “shoppable” film.
Target showed the third of the three episodes at a live event in New York City that was also streamed live online. Acrobats wearing fashions from the film performed aerial routines as they “fell” from the sky and bounced off the walls of the venue. The live stream was watched on more than 3,600 computers and mobile devices.
Target.com logged more than 63,000 site visits—50 times the site traffic for any other Target event. The campaign generated more than 387 million impressions and a measurable uptick in social media talk value. And while the campaign made a splash, it also helped the retailer bridge the gap between aspiration (“I want the dress that my favorite celebrity is wearing!”) and purchase (“I just bought the dress my favorite celebrity is wearing!”).