October 23, 2013
Happy Holidays (and hashtags)! Target unveiled the theme for its holiday marketing campaign: #MyKindOfHoliday.
Filmed at Universal Studios on the famed Stage 28 (it’s said to be haunted!), the inaugural holiday spot was as fun to shoot as it is to watch.
On set, the confetti explosion was truly as magical in person as in the commercial. Everyone was feeling the holiday spirit, and the crew even confetti bombed Creative Director Fiona Mitchell and Group Creative Manager Travis Robertson.
The energy on set was mirrored by the spot’s song, which puts a twist on holiday traditions. Dave Sardy, a three-time GRAMMY winner, is the music consultant behind the campaign. He helped craft festive lyrics to narrate the moments seen in the ad, each inspired by creative ideas we’ve seen on Pinterest and other social media apps.
Guests will start to see the campaign come to life next week in Target stores and in its first TV spot for the holiday season. But the campaign and hashtag are about more than just sharing online; it’s about encouraging people to share the special traditions (big and small) that they celebrate this wonderful time of year.
The first spot to air – an eye-catching ode to creating “My Kind of Holiday” – will start running next week.
The spot wraps in the #MyKindOfHoliday hashtag, which encourages guests to join the conversation online about their own unique traditions. Expect to see other fun planned social engagement activities designed to engage guests throughout the campaign, such as weekly Instagram challenges, how-to photos and videos to inspire creative gift giving, and last minute shopping tips on Twitter.
It’s a fitting move for Target, who knows shoppers are savvier and more digitally connected than ever before.
So tell us, what is your kind of holiday? Share your stories in the comments below!
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