MINNEAPOLIS: Target launched an interactive Halloween campaign this week featuring a series of YouTube videos to engage and inspire fans of the brand before the holiday.
The company, which ran an Instagram campaign for the holiday in 2014, wanted to use a channel this year from which customers receive inspiration for making recipes, costumes, and decorations.
Through The House on Hallow Hill YouTube experience, fans can explore rooms in six videos using 360-degree technology. The videos, created by Target’s in-house creative team, allow viewers to click a button in the top right corner to "shop this room" if they want to buy any of the costumes or decorations they see. Viewers also receive a 10% shopping discount at the end of the video.
The first video has been viewed more than 305,000 times in five days.
"We know that Halloween is an important time of year for our guests," said Angie Thompson, social media PR manager at Target. "We also know based on our research that there’s a lot of social conversation happening around Halloween several weeks leading up to the day."
Target is promoting the campaign through its social channels, including Facebook, Twitter, Pinterest, and Instagram.
Its Instagram photo about the YouTube effort is its second-most-engaged post in the last six months, with more than 26,500 likes in three days, said Thompson.
In addition to its YouTube push, Target will launch a resource for parents on Monday called Treatster, a social network that finds the best houses in a neighborhood for trick-or-treating, she added.
Users around the country can upload the addresses of houses with the best decorations, candy, or costumes.