Target Pop-up Unleashes Consumers’ Inner Child - Event Marketer

Target Pop-up Unleashes Consumers’ Inner Child

2016_Ex_EX_PopUp_Target
Brand: TARGET
Agency: DAVID STARK DESIGN & PRODUCTION
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2016

Target Wonderland, an immersive 16,000-square-foot pop-up holiday destination, brought the retailer’s “exciting the kid in all of us” marketing strategy to life. The pop-up merged physical and digital retail shopping into one shareable, interactive experience that incorporated RFID-enabled product sales. Wonderland attracted an impressive 23,000 attendees who spent 20-30 minutes exploring spectacles like the S.S. Free Shipping LEGO Ship and a Mega Etch A Sketch.

Target wanted to push the boundaries surrounding what “shopping” means by testing an entirely new way of experiencing and purchasing items. Based on virtual carts fulfilled on-site by shoppers using RFID technology, the experience doubled as a sharing playground. Photos taken near spectacles and installations all over the store were automatically posted to social media. Part retail event, part holiday event, part amplification tactic, Target rolled it all into one, earning hundreds of millions of social media impressions in the process.

Other activations included a live video chat with Santa, a life-sized version of Elsa’s “Frozen” castle, a Hulk Hands Christmas Tree, a Peppermint Raceway and a drone obstacle course that altogether turned bad-mood-inducing, bag-hauling holiday shopping into a wacky, bright adventure.

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