Target and New York-based agency Carrot Creative have launched a virtual trick-or-treat experience on Instagram inspiring viewers to indulge in DIY spirit this Halloween.
The theme is ‘Halloween Hills’ which shows two homes on a hill – one is a trick and the other is a treat. The two houses are tagged to ‘trick’ and ‘treat’ profiles, the user can tap on the their preferred tag and move on to reveal what is the ‘trick’ or ‘treat’.
The “treats” link to Halloween-themed recipes like spider brownies, while the “tricks” go to do-it-yourself projects like a spooky, night-light.
The campaign involved 15 images with two profiles each showing 30 tutorials and 300 photos for the campaign.
The items used in the DIY profiles can be found in Target stores. To see all the items/creatives search for the campaign hashtag #HalloweenHills. The surprise element is in Trick-or-Treat number 6, where the ‘Bullseye’ mascot is tagged. On clicking the user is taken to the ‘Bullseye’s Closet’ Instagram account where the profile links to the eCommerce enabled site in partnership with Like2Buy.
With the Bullseye Clost account, Target is reaching out to users who are looking for pet costumes for Halloween, a rage in times of Halloween nowadays.
This is yet another clever way to leverage the available functionality of Instagram’s tagging feature and driving the engaged users within that moment to push sales online. It not only engages the user with this creative execution but also gives them ideas around Halloween that are enjoyable with little efforts in both time and money.
With this out already we hope to see more fun and interesting executions for Xmas in the US, since they are the first market to champion and release bold ideas.
Check out the virtual experience on Target’s Instagram account here http://instagram.com/target