E-mail: info@atmospherebbdo.com
Phone: 212-827-2500
Fax: 212-827-2525
Atmosphere BBDO
1285 Avenue of the Americas, 5th Floor
New York, NY 10019
TARGET
2006 2 DAY SALE
In the retail environment, the day after Thanksgiving is crucial to a company, as it is the busiest shopping day of the year. Target needed a program that would drive traffic to their retail locations, boost website traffic in the week leading up to their annual 2-Day Sale, and most importantly keep the brand top-of-mind with the consumer in a messaging-cluttered environment.
We devised a media event involving world-renowned illusionist David Blaine, where he would be shackled to a gyroscope and suspended in New York’s Times Square in the days leading up to the sale. If Blaine were to escape in time for the sale, he would be able to take a group of underprivileged children on a Target shopping spree.
We created a robust digital experience including a desktop widget that allowed consumers to watch Blaine’s progress on their computers, posted videos daily on Target.com, RSS feeds, enabled third-party sites to display the 2-Day Sale module, and produced a series of rich media banner ads and page takeovers to promote the event and drive traffic to the site.
