Last winter, Target’s holiday campaign was all about the holiday odyssey and journey through the holiday season. As part of the campaign, the team wanted to build an experiential space in NYC that brought the campaign to life. The team asked three questions: How can Target build on the buzz of our holiday campaign, help guests celebrate the magic of the season and reinvent the digital shopping experience with RFID technology?
Part magical toy store, part larger-than-life holiday playground, Target Wonderland was a first-of-its kind 16,000-sq. ft. fun house. It was a perfect place for families to play, explore and interact with elements from our Holiday Odyssey campaign, merging the physical and digital retail experience to reimagine holiday shopping for our guests. The space enabled the use of RFID-embedded “keys,” allowing guests to add items to a digital shopping cart with a simple tap.
• Mega Magic Etch A Sketch: A big-screen Etch A Sketch, 6. ft. wide by 5 ft. high, that “drew” images of guests in the space
• The Royal Treatment: A life-sized version of the ice-palace playset from Frozen, with a magical surprise—an artist ready to apply glitter tattoos
• Hulk Hands Christmas Tree: A centerpiece Christmas tree, made of 320 green Hulk Hand 3D wall nightlights, topped with a Captain America shield … and programmed with a custom-built LED light show
• Christmas Cove: The LEGO pirate ship from Target’s holiday commercials that featured a snowball pit and a winter waterfall for kids to explore and enjoy
• Tsum Tsum Snap Station: A stuffed-animal wall and photo op moment with hundreds of Disney Tsum Tsum plushes
• Peppermint Raceway: A remote-control race track with app-controlled R.E.V. cars and drones
• Santa Calls: FaceTime with Santa
• Snow-N-Roll: Target’s Snow-N-Roll bowling game, powered by Xbox Kinect
• Merry-O-Matic: A Rube Goldberg machine
• Orna-Maker: Customized, complimentary Wonderland ornaments
Over 14 days in December, Target Wonderland welcomed more than 20,000 visitors and generated more than 400 million media impressions, including a segment on “Good Morning America”