Target recently built a 1,600 square foot “doll house” in the middle of Grand Central Station. That’s about 500 square feet bigger than my 1st house! It was installed to promote Target’s Threshold line. They placed between 3,500 to 4,500 pieces from the line within the structure and placed more interactive moments throughout, including a makeover station in the bathroom. About 2 dozen items included QR codes enabling you to purchase right from your smart phone. The 2 story house had an open floor plan and encouraged people to touch and play with the items. They asked social media users to use #thedollhouse when posting about their experience. I became aware of the campaign from a home fashion blogger that I follow on Instagram and immediately had to investigate.
The Threshold line launched back in the Fall, and I’m already a huge fan. It rivals pieces seen at such places as Pottery Barn, Williams Sonoma Home or Anthropoligie, but at much attainable prices. I would have loved to have been there to check this out first hand! More images of the installation can be found here.
Both IP Targeting and Geotargeting are hyper-focused tools that digital marketers use to get their messages in front of specific audiences. Below, we’ll outline the