To generate buzz around the opening of CityTarget in Chicago, Target launched a series of experiential activations leading up to the store’s grand opening.
The goal of the campaign was to position Target as part of the community by reaching different consumers during their daily routines. Activations ranged from pop-up shops to community events. A pop-up coffee shop targeted commuters on their way to work, while another pop-up shop filled with beach necessities delighted guests at Chicago’s North Avenue beach. Target also hosted spinning glasses at Chicago’s Millennium Park and sponsored a Family Fun Fest day helping children make branded kites. All events were aimed at building excitement for the store and giving consumers a taste of what they could purchase before the store opened.
The campaign was supported on Facebook and Twitter. Overall, Target reached nearly 20,000 consumers and generated buzz via national and local news sources.