One of the most popular retailers, Target, is one of the top places people think of when they are preparing for the holidays. They are great at marketing for Halloween, Thanksgiving, and Christmas which makes everyone want to see what they are going to come up with next.
The goal behind their ads is to make sure people want to become their customer while still keeping in season with their message. Target changed things up this year in regards to their Halloween marketing because they opted to share interactive videos on YouTube along with a mobile app that lets trick-or-treaters’ parents find the best houses.
What does an ad such as this have to do with shopping at Target? Were the ads a success with obtaining a large amount of shoppers? Here is a look at what Target does with their interactive videos and what you can learn from them.
Not the first time for Target
This isn’t the first time Target has run an interesting campaign during the holiday season that sparked the interest of consumers. Last year, Target did their campaign through Instagram called the Halloween Hills during the holiday. This year, they wanted to make sure that customers felt more of an inspiration from the Target brand regarding costume-making ideas, decoration ideas and recipes for the big holiday.
What is the YouTube series like?
Their YouTube series is known as “The House on Hallow Hill” which allows viewers to see six videos using 360-degree technology. This interactive video was made in-house and features a creepy-looking mansion as kids go trick-or-treating through a normal, suburban neighborhood in their costumes full of excitement and energy. While you see kids running around, the scary mansion comes into focus as a raven swoops by to steal your phone that you’ll have to enter the house to retrieve.
Once you enter the house, you’ll have the option to choose the room you’d like to go in by following the directions of the pop ups. Choose from four scenarios including Dinner with Ghosts, The Candy Carnival and the Ghoulish Graveyard.
The 360-degree video can be used on your desktop, mobile or tablet and the most interesting part is that while you’re “searching for your phone,” if you like the décor you are seeing, you can “shop the room.” The decorations and costumes are all available on their website and all you have to do is click the “i” button on the screen and then receives a 10% shopping discount at the end of the interactive video.
What is the goal behind this Halloween campaign?
Target knows that Halloween is an important time for Target shoppers and that people are gearing up for the holiday weeks in advance. The conversation starts early and Target wanted to promote the interactive video through social media early on to give shoppers ideas on what to get from the brand this year. They featured it on Facebook, Twitter, Instagram and Pinterest. In fact, the Instagram photo of the campaign was the second-most-engaged post in the last six months.
What can I learn from Target’s interactive ad?
The YouTube series may not excite shoppers to shop the brand as much as they will excite shoppers into a fun game that reminds them about the brand. When they see the rooms full of so many props, costumes and decorations for the holiday, it’s easy to not only see that Target is carrying a ton of options but it gives them ideas on how to decorate their holiday tables, what to dress the kids up and how to scare the trick-or-treaters this year.
They’ve actually come up with an interactive virtual reality series as well known as Treatster, created by agency 360i. It was designed to crowdsource the information from parents on which houses are the best for trick-or-treating this year on their block.
You can learn from Target that anything interactive is going to excite consumers. Wendy’s and Old Spice are already taking notes as they’ve created interactive “choose your own adventure” type of ads to sell their products. Many people remember these types of stories from growing up and love that they offer you a chance to make the decision and control your fate in the story.
Target does this by allowing you to choose what room to look at and if you want to keep looking for the raven with your phone or keep looking around this room. Then, they’ve conveniently offered a way to shop the items from the room if you see something you want in your home this Halloween.
Take notes from brands like Target that are offering something new to consumers, offering a new way to shop, offering an exciting way to show off their products this season and getting their name mentioned all over social media. These are the types of offerings all companies need to strive for.