Target Pushes Branded Content To New Heights
What ever happened to the days when a catchy advertising slogan was enough for retailers to win over consumers? I’m sure we all remember Old Navy’s quirky jingle from the nineties (how could you forget it!). But times sure are changing as we approach 2007…especially for marketers looking to engage their target in new ways.
The bottom line is that consumers today have options. Let me rephrase that sentence. Consumers today have A LOT of options. So retailers now, more than ever before, are faced with the challenge of having to find new ways to stand apart from the competition. So how is this done exactly? Well I’m glad you asked. One way to win over the hearts (and more importantly, the wallets) of consumers is to develop unique, innovate marketing campaigns, such as using Branded Content or Entertainment, to generate buzz and increase brand awareness. Target Corporation did just that when they partnered with David Blain, the worlds greatest magician and endurance artist, and The Salvation Army to promote the stores famous 2-day Thanksgiving sale. For those of you who are not familiar with Target’s new marketing campaign, allow me to provide the details.
On Tuesday, November 21st, David Blain was hoisted by crane 50-feet above New York City’s Times Square in an oversized, three-ring gyroscope. He was to spin continuously, in all directions, with no barriers from elements like wind, rain, and freezing temperatures. For many of us, that would be a challenge in itself but Blain has proven to be an extraordinary individual (and some would argue super human). The challenge for Blain was to escape from this large gyroscope in time for Target’s 2-day sale. If Blain succeeded, he would have the opportunity to take 100 deserving children, as determined by The Salvation Army, on a Target shopping spree.
The bottom line is that Target Corp. was faced with a challenge as they approached this holiday season. How to win over consumers from fierce competitors like Wal-Mart, Costco, and Kmart? Target responded to the challenge by creating and executing a unique and viral marketing campaign that was sure to generate buzz and increase brand awareness. During the course of this highly-publicized event, fans were able to visit Blain in Times Square and cheer him on to victory. While there, spectators were exposed to various forms of brand advertising from Target. The popular retailer strategically and successfully used a promotional event to get their advertising message across to consumers without being too direct. I personally think Wal-Mart, Costco, and K-mart have some catching up to do!
And for those of you who are eager to know the results, Blain did accomplish this challenge and on the morning of Friday, November 24th, 100 needy children were taken on the shopping spree of a lifetime. What a great way to start the holiday season!
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