Target’s massive holiday pop-up Wonderland will run through December 22—an example of how 1 retailer is investing in experiential marketing
Oversize tinsel shimmers at the entrance, the subtle swish of the giant metallic streamers welcoming you into a space ribboned with resplendent red-and-white candy stripes and the sounds of Sam Smith’s “I Feel Love”—Target’sThis individual is sharing her holiday wish, which helps Target donate $40 toward Toys for Tots perFuturistic but cozy pods welcome families in to type their own holiday stories into a keyboard; the words transform into an animated video and personalized poster...
It’s an example of how one retailer is investing in experiential marketing to spotlight the uniqueness and benefits of a physical shopping experience and to drive engagement and in-store and digital traffic during its most critical of selling seasons.
Partner brands fill the space, such as Lego, Campbell’s, Our Generation, Disney, Coca-Cola and Nintendo. They paid more for the premium placement in the space, deals brokered through Target’s media agency Roundel. The entire activation was created in-house.
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