Big box retailer reprises Christmas-crazed shopper, a character played by comedian Maria Bamford, in a video ad on Facebook and a landing page via Twitter.
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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT