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Target's Everyday Collection to Highlight Everyday Tweets in Live Event

  |  January 24, 2013   |  Comments

Target's Tweet-to-Runway Show will feature products tied to everyday tweets.

Target has put its bullseye on the everyday with a live online event to promote its Everyday Collection and associated ad campaign.

Per Target, the Everyday Collection is "the most intensely sensible grocery and essentials collection of the season," as well as a marketing campaign meant to showcase such items in a new light.

As a means to this end, on January 24 at 1:00 ET, the Everyday Collection will go live in what the brand is calling a Tweet-to-Runway Show, or "a runway spectacular inspired by everyday tweets."

Examples of products featured in Everyday Collection ads on YouTube include cake mix, eggs, detergent, vitamins and steak. Each ad includes a white-clad model in front of a white Target logo.

If a series of Tweet-to-Runway Show videos on YouTube is anything to go by, the Tweet-to-Runway Show will take this concept a step further and feature products inspired by so-called everyday tweets.

These tweets will come from users who RSVP by entering their user names and passwords to authorize the Everyday Collection to use their Twitter accounts. The application will be able to read tweets from users' timelines, see who they follow, follow new people, update their profiles and post tweets for them.

Target says it will review tweets from these accounts from January 2 to 24. Selected tweets may be featured with any product sold at Target and may appear in a live online broadcast, promotion, highlights video, and/or other related marketing materials.

Twitter users featured in the Tweet-to-Runway event will receive a $20 Target gift card.

Target's YouTube channel includes eight Everyday Collection ads and 17 Tweet-to-Runway videos. The latter tease the event in the About section, as well as with in-video commentary from a snarky narrator.

The Tweet-to-Runway videos feature products like gum, chicken nuggets, shampoo, pudding and chocolate chips and retain the model-in-white imagery. The narrator reads the tweets that inspired the videos, like @JaronGlasgow's "Who doesn't make shampoo mohawks in the shower? I mean come on," and @lovevinnie's "I waited too long to put butter on my toast and now it won't properly melt."

The Everyday Collection ad "Ravenous," featuring a hungry pregnant woman tearing apart food and highlighting prenatal vitamins, has 87,000 views.

Everyday Collection Tweet-to-Runway videos have decidedly lower viewership numbers, with about 560 at most, but an average of about 95.

In a press release dated January 8, Target says the Everyday Collection marketing campaign will show groceries in a new and surprising way.

"It's not just different for the way Target has talked about grocery, it's really different for the way anyone has talked about grocery," Director of Marketing Carolyn Sakstrup said in a prepared statement.

According to Target, the Everyday Collection "takes a category typically advertised by price points and brings it to a level that makes everyday routines appear glamorous."

A Target rep did not respond to requests for comment.


Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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