Target has placed itself front and center on Facebook and Twitter with big national ad buys, hoping to get an edge on other big box players as Black Friday looms.
The Minneapolis-based retail giant is running a "Sponsored Ad" on Facebook, appearing nationwide via users' newsfeed pages. It includes a :27 video that reprises Target's TV commercial character from last year - a Christmas-crazed lady played by comedian Maria Bamford and conceived by agency Wieden + Kennedy. The ad copy: "To remind you to go to the Target 2-Day Sale, just in case the insanely low prices aren't enough to get you there. Starts 4am, Nov 26."
Target's Facebook ad tries to get viewers to watch the video, but oddly there is no landing page with holiday messaging. Clicking on the headline copy ("I Made A Funny Video") takes users to a general videos page dominated by user-generated content that's unconnected to the upcoming shopping season.
On Twitter, Target utilized the #BlackFriday hash tag in a Promoted Trend ad. People who click the ad are taken to a Twitter landing page with the copy, "Gear up for your #BlackFriday trip at our 2-Day Sale Command Center. Get alerts, store maps, tips and more: www.Target.com/BlackFriday." ClickZ sources say a Promoted Trend placement generally costs $80,000 a day.
That landing page hosts a :41 spot - once again featuring the mad Christmas shopper. The page also includes an ad where viewers who click through can opt-in for e-mail and SMS alerts for the 2-day sale and other future messages. The page's copy: "Sign up and be the first to see the 2-Day Sale deals. You'll also receive exclusive offers on Cyber Monday."
A masthead-shaped ad appears just below the fold of the landing page, offering a $25 gift card giveaway promotion and links to Facebook and Twitter to participate. When viewers click on the icons for either social media site, they are taken to landing pages to enter the contest.
In the Facebook example, contest entrants must give their names, home address, phone number, e-mail address, and then "Like" Target on the social site. On Twitter, entry involves filling out the same form while being encouraged to re-tweet the following: "I entered the Target.com/Black Friday sweepstakes for a chance to win a $25 gift card! @Target #blackfriday: http://wfi.re/3eya1".
A Target spokesperson told ClickZ that more Twitter-based efforts will be forthcoming.
"One thing I can share is this is the first year Target has executed Tweet Tidings, a Twitter campaign designed to generate excitement for the holiday season," the spokersperson said.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014