Target's Holiday Campaign Brings a Magical Story to Life Across TV, Digital and Its Stores

Target's taking kids and grown-ups alike on a "holiday odyssey," one that brings shopping and storytelling together in digitally fueled new ways. The Minneapolis-based retailer's 2015 campaign from 72andSunny is rooted in a digital children's book narrated by actor Neil Patrick Harris. The story—produced in partnership with MediaMonks and illustrated by Invisible Creatures—also inspired five spots in an ongoing narrative that will be released throughout the holiday season. "There is a metaphorical journey we all go on through the holiday time," 72andSunny CEO John Boiler told Adweek. "We're all anticipating the mystery and challenge of the holidays in front of us. But it does have twists and turns." Throughout the imagination-fueled world, Minions, Lego people, ninja turtles, Barbie and Elmo make cameo appearances as three real-life kids work to relight a massive and magical tree. The spots also subtly and not-so-subtly weave in Target's marketing messages, such as free shipping. The campaign builds on Target's successes from past years, amplifying its holiday storytelling with more 60-second spots than before. Target CMO Jeff Jones told Adweek that TV continues to be an important channel in the retailer's media mix. However, the way Target approaches TV is evolving to tell better stories while still driving traffic and sales. "Throughout the season, we'll aim to excite the kid in all of us, create powerful cultural and family moments during the season, and... Continue reading at 'AdWeek'

[ AdWeek | 2015-11-13 00:00:00 UTC ]
News tagged with: #wonderful world #mary poppins #early december #retail experience

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Library of America Steps Up Its Digital Effort

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[ Publishers Weekly | 2012-07-20 00:00:00 UTC ]
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QuadrantOne Unveils Targeting Tools For Newspaper Sites

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[ Editor & Publisher | 2012-07-18 00:00:00 UTC ]
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RCS Libri launches digital-first list

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[ The Bookseller | 2012-07-18 00:00:00 UTC ]
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Barnes & Noble brings out Nook for Web, comes full circle with e-reading (update: not on iOS)

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[ Engadget | 2012-07-17 00:00:00 UTC ]
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Costa launches story prize

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[ The Bookseller | 2012-07-16 00:00:00 UTC ]
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The Writing Life: Chris Colfer of 'Glee' inspired by fairy tales

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[ Los Angeles Times | 2012-07-15 00:00:00 UTC ]
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Digital Imprints Take Root

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[ Publishers Weekly | 2012-07-13 00:00:00 UTC ]
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Mollet to chair IP campaign group

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[ The Bookseller | 2012-07-10 00:00:00 UTC ]
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Kobo launches trackable app discovery campaign

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[ The Bookseller | 2012-07-10 00:00:00 UTC ]
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Digital takes £50m bite from physical in 2012

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[ The Bookseller | 2012-07-06 00:00:00 UTC ]
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Booming Digital Sales Could Put Auto Trader Out Of Print

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[ Editor & Publisher | 2012-07-05 00:00:00 UTC ]
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Steep rise in digital revenues at CUP

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[ The Bookseller | 2012-06-29 00:00:00 UTC ]
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Digital Sales Up 38% at B&N

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[ Publishers Weekly | 2012-06-29 00:00:00 UTC ]
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Guinness to release digital-only title

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[ The Bookseller | 2012-06-28 00:00:00 UTC ]
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Libel Reform Campaign lobbies for Bill change

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[ The Bookseller | 2012-06-25 00:00:00 UTC ]
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Flipboard finally brings its magazine-like news reader to Android

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[ Betanews | 2012-06-22 00:00:00 UTC ]
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