Target, Neil Patrick Harris Play 'Hyde and Eek'
Target enlisted celebrity Neil Patrick Harris to shine a spotlight on the retailer's assortment of Halloween costumes through a Facebook Live event.
Hosted by BuzzFeed's Devin Lytle and Curly Velasquez, the retailer's Oct. 1 "Hyde and Eek Runway Live" Facebook Live event was intended as an interactive costume party. Consumers were invited to participate in the event in real-time by watching and sharing reactions and comments. Harris made appearances throughout the live event, which is no longer available to view. Several Twitter and Facebook updates supported.
In stores, Halloween costumes and other seasonal items are stocked in a back-of-store "Hyde and Eek" department while dog costumes from the retailer's Hyde and Eek! Boutique seasonal line are merchandised on endcaps in the pet department. Features in September and October circulars, and display ads on sites such as yahoo.com also spotlight Target's costume assortment.
As usual, the retailer is offering a lineup of exclusive items including:
- M&M's "Cookies & Screeem" chocolates from Mars Inc.,
- Reese's "Monster Mania" chocolates from Hershey Co. and
- a special edition of Walt Disney Pictures' The Nightmare Before Christmas.
The chocolates are merchandised on dedicated endcaps. A display ad within target.com also spotlights both exclusive confectionery SKUs, while the M&M's Cookies & Screeem SKU received additional support via a feature in the retailer's Sept. 30 circular.
Target is also leveraging the holiday to spotlight its array of e-commerce fulfillment services. Multiple in-store signs affixed to shorties and upfront endcaps stocking seasonal confectionery SKUs encourage shoppers to get their "treats on the go" through the mass merchant's Drive Up pickup service and Order Pickup program. Rack signs and endcaps outfitted with a framed shelf sign employing a "hurry up your dress up" message also spotlight the aforementioned services as well as free two-day shipping for shoppers who spend more than $35 or REDcard holders. Halloween-themed display ads on websites including yahoo.com also spotlight the retailer's next-day delivery option or Drive Up service.
Radio spots and multiple social media updates round out Target's Halloween campaign. For a full gallery of Halloween activity, click here.