Advertising campaigns and marketing strategies are more important in today’s economic climate than ever before. This month, Target stepped up to the plate with their innovative, episodic marketing campaign starring actress Kristen Bell.
Director Phil Abraham worked hard to create a short romantic comedy featuring Target’s wearable new fall styles.
“I am thrilled to be part of ‘Falling for You’ and think it is an inventive and clever way for Target to reach their guests,” Abraham said.
The campaign aims to connect and communicate with Target’s diverse customers. Through three short episodes, each approximately four or five minutes in length, viewers are entertained and can actively shop online while watching each segment. These episodes will be released Oct. 2, Oct. 4 and Oct. 9 at Target.com/FallingforYou. They will remain online for the entire month, allowing people everywhere to get involved. There will also be a special live event, plus bonus footage, aired online Oct. 10.
Bell plays the lead character, Amanda, and the rest of the cast includes Nia Long and Zachary Abel.
“I’m so pleased to work with Target on this project and to be part of an exciting new concept, which creatively brings style, entertainment and technology together in an unexpected and charming way,” Bell said in a press release.
“Seeing famous people leave the big screen and participate in a project like this is really heartwarming and down to earth,” said Tisch sophomore Olivia Potter. “It’s cool to see how figures like Kristen Bell buy products at one of my favorite stores.”
The first episode, released on Tuesday, Oct. 2, was a big hit.
“I’ve never seen anything quite like this,” said LSP freshman Celina Ward. “It was such a stellar marketing strategy, which is sure to both frighten and amaze other competing companies.”
Viewers watched Amanda awkwardly stumble into her workplace after a hectic morning, only to find herself partnered with an attractive guy who appears to be an old acquaintance. While watching, items pop up on the right-hand sidebar, giving customers the opportunity to tag their favorite selections and then narrow down their purchases at the end of the episode. This active advertising lets the audience see the product on an actor as they would in a TV show. But in this situation, the item is ready for purchase immediately.
With only 15 minutes of total footage, “Falling for You” is short enough to watch in one sitting, but it is lengthy enough to feel like a successful shopping spree.
Target offers a wide range of clothes and accessories at resonable prices. This store caters to a wide range of children, teens and adults.
A version of this article appeared in the Wednesday, Oct. 3 print edition. Kimberly Schu is a contributing writer. Email her at [email protected]