Halloween can sometimes be repetitive. Costumes and decorations change but the act of trick-or-treating has stayed the same. However, one company is trying to change how people collect candy on Halloween. This company decided to not only change the process of buying costumes and decorations, but to be innovators of the holiday.
Target created an interactive youtube video that allows viewers to virtually tour a haunted house decorated by products available at their stores. The six-part video series, dubted “The House on Hollow Hill,” targets Halloween enthusiast or those looking to throw a Halloween party. Kristi Argyilan, senior VP-media, guest engagement and measurement, says these particular people are very busy, so Target allows the viewers to buy the products in the videos. They offer a 10 percent discount to anyone who watches all of the videos — a real treat for Halloween lovers. Target is not only changing how to shop for Halloween but how to trick-or-treat. They did this by creating a website and cohesive smartphone application that allows trick-or-treaters to locate the best houses to visit. The mobile site, titled “Treatster,” relies on crowdsourcing to “upvote” registered houses.
Using the Diffusion of Innovation Theory, Target is introducing an innovation hoping to connect groups of people to reach a common goal. They do this through the channel of a virtual reality series and a mobile platform for consumers. Target is using these mediums as a communication channel to capture eventual repeat customers by offer a unique experience that consumers will remember and an incentive to buy their products. This is a new avenue of marketing they are exploring in hopes that it will catch on and create a culture for their brand.
Do you think Target will have success changing this aspect of Halloween? Why?
Know of any good houses to trick-or-treat? Tag them!
– Nick, Melanie, Mary & Patrick