This year for Halloween, we wanted to engage, interact and connect with Guests like never before. So, we created the "House on Hallow Hill"—a first of its kind series of 360º fully interactive videos.
As a predominantly mobile experience, users could experience the action on their own terms, in any direction they pointed their phones. Plus, each room was staged with Target-only product that was easily shopable within the videos.
We even "gamified" the rooms with a challenge: Spot the raven that flew off with your phone when your epic adventure began.
The engagement, interaction and connection of The House on Hallow Hill led to:
• More then 4 million views on YouTube
• A double-digit rise in Halloween sales for Target
• Served over 136 Million Impressions through owned content and PR efforts.
• Drove approximately 18,000 organic mentions, doubling relevant Halloween conversation over last year.
