Target Skeletown Square Celebrates Latina Lifestyle - Event Marketer

Target Skeletown Square Celebrates Latina Lifestyle

DB_Target1_2015 Ex
Brand: TARGET
Agency: ELEMENTO L2
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2015

Skeletown Square was a family-friendly town inspired by both Halloween and Dia de los Muertos, the Mexican holiday in which families gather to pray for loved ones who have passed on. Guests enjoyed trick-or-treating, Catrina face painting (Catrina is a female figure associated with the holiday), sugar skull and pumpkin decorating, carnival games, a pop-up store and a festive projection mapping experience. It offered a unique, authentic experience inspired by the retailer that was culturally relevant and reflected the bicultural identity of Latinas in the U.S., and acknowledged and embraced the Latina lifestyle by honoring both traditions and providing a space for Latinas and their families to connect with the retailer.

The experience bridged the in-store and on-site experience as consumers could sample goods at Skeletown Square and shop for merchandise for the season at Target stores. Likewise, the event creative echoed the in-store Halloween campaign while also infusing authentic Dia de los Muertos imagery. On-site activities and surprises included Paseo de los Muertos Cemetery, where costumed character staff brought the magical world of Skeletown Square to life with guest interactions and group dance sessions. At night, a beautiful projection mapping musical production took place in the space.

A Catrina beauty salon featured scary monster and Catrina face painting. A Black Cat Boo-tique offered Target-exclusive Chris March accessories and candy available for purchase. Families could also take pictures with costumes and props at a photo booth, or for a more hands-on experience make their own calaverita, a sugar skull embellished with sugar ornaments, and paint pumpkins at Hacienda Calaca. They vied for prizes at the Ghoulish Games station and visited a handcrafted altar to celebrate the lives of lost loved ones by leaving offerings of the things they cherished most while alive.

More than 10,000 people attended Skeletown Square, generating nearly 4,000 photos, collages and animated GIFs uploaded and shared to guest galleries. It achieved more than three million media impressions and 1.8 million social media impressions from Oct. 29 to Nov. 5.

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