Thursday, 19 August 2010

Integrating Experiential and Social Marketing Part 2 – Target’s Kaleidoscopic Fashion Spectacular Promotion

Experiential Marketing is all about orchestrating memorable events for customers, and that memory itself (the sensory brand "experience") becomes the product.  As it relates to social/participatory media, many savvy brands are finding novel, compelling ways of integrating social media with live brand experiences. An excellent example is Target’s Kaleidoscopic Fashion Spectacular Promotion.

The Challenge?  How to promote Target’s fall fashion line of clothing in a way where people will take notice?  How to create buzz around the event and share it with people around the world?   All while leveraging PR 2.0 and emerging technologies?

Target teamed up with Mother N.Y. and the resulting event is tonight in New York City at the Standard Hotel.  The event will debut a massive indoor/outdoor spectacular to promote the store's fall line of clothing.  Starting at 9 pm, 155 rooms on the south side of the Standard will become the stage for a massive choreographed light and dance show. 66 dancers will perform in the windows against 156 LED lights, while models strut along an outdoor catwalk on the street below—all clad in autumn threads from Target outfitters like Mossimo, Merona, Converse and Liz Lange

An original soundtrack by Squeak E. Clean, a.k.a. Sam Spiegel, performed by a 30-piece orchestra and 10-person chorus, will accompany the twenty-minute performance. It gets better.  Viewers who can see the show but are not close enough to hear the music clearly will be able to call into a special number (866-500-5046) for the audio.

For those not in New York, Target will be broadcasting the event on its Facebook page starting at 8:30pm EST. There, viewers can also get a taste of things to come with some quirky clue videos (like this, this or this) teasing tonight's show.

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Goodbuzz® is a Toronto-based Digital Agency that creates participatory media campaigns that entice consumers to play, create, and share brand experiences.  This is accomplished by focusing on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting. From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes. Visit Goodbuzz or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.