Reggie Case Study: “Target Wonderland!”
Reggie Category: Experiential Marketing Campaigns (Silver)
With “Target Wonderland,” an interactive holiday shopping experience in New York City, Target sought to simplify holiday shopping, improve brand sentiment and create a new “best of” holiday event that would lay the groundwork for future campaigns. It also hoped to give customers a compelling reason to shop with the retailer amid fierce holiday competition.
Relying on research showing that the average person has an extra 20 hours of “to dos” each week during the holidays, Target wanted to create joyful moments that offset the stress of seasonal shopping. Target Wonderland was a free, 11-day, 16,000-square-foot, whimsical and shoppable playground for all ages. It featured a curated product assortment from 16 Target partner brands and 19 interactive holiday-inspired experiences.
A Dec. 12 soft launch featured appearances by actresses Mindy Kaling, Angela Kinsey, Keke Palmer and Beanie Feldstein as well as posts from select micro-influencers whose social content helped to generate excitement.
Among the activations were a giant “Snow Globe” photo op that visitors could step inside, a Lego experience featuring a larger-than-life Bullseye the Dog, and an epic Star Wars tunnel where customers could step on floor tiles to activate lightsabers flanking the walls. Other attractions included a giant gingerbread house featuring interactive M&M’s, a “Holiday Cheer Express” that prompted guests to write a holiday wish and shoot it out in pneumatic tubes (with Target donating $40 to Toys for Tots for each wish), and a VR-based snowball fight. Visitors could also shop from a selection of 215 rotating items by scanning a bar code and adding the products to a virtual cart on Target.com.
The initiative attracted nearly 17,000 guests who interacted with the platform for an average of 1.5 hours. It raised nearly $1 million for Toys for Tots, generated 1,500 media mentions and more than 139 million impressions, and included organic social content that drove 3.2 million impressions and spurred more than 18,500 people to engage with the content. The campaign earned 57 media placements, yielded 318 million impressions across social stories, and boosted the company’s net sentiment rating by 100%.
This article was written using publicly available information.