Building from the insight that people value experiences over stuff, we developed Wonderpacks—a one-of-a-kind, limited-time collection of 12 fun, curated experience kits. Each Wonderpack was filled with everything you’d need to pull off an experience like Moonlight Hill Hoppin,’ Disco Bath Time, Mistledrone Mischief and more. We created an integrated campaign that included an animated social video; an Improv Everywhere stunt; first-time Facebook Canvas Ads; Twitter and Instagram placements.
The wonderpacks factory video was used to explain what a wonderpack is.
We partnered with Improv Everywhere to seed the idea that Target was in the experience business.