Target's (NYSE:TGT) Halloween promotion pairs social media with smartphones and gamification to get shoppers involved in DIY holiday projects.
The retailer has created a haunted neighborhood dubbed Halloween Hills on Instagram.
"At Target, we're always looking for innovative new ways to engage with our guests on social," said Dustee Jenkins, VP, public relations and social media at Target. "Our team developed Halloween Hills to deliver creative, inspirational ideas to our Instagram followers—in a way that's never been done before."
There are 30 DIY recipes and craft projects hidden in Halloween Hills, all targeting adults. Shoppers need to follow @Target on Instagram where they'll find a fictional neighborhood of illustrated haunted homes complete with inhabitants.
Players can knock on doors by tapping an image, then selecting "trick" or "treat" when a tag appears.
Behind each door is a Halloween-themed DIY project complete with step-by-step photo tutorials for family-friendly crafts (tricks) and snacks (treats) such as a Mummy Piñata and Cauldron Cupcakes.
Target has recently stepped up its mobile presence, announcing a plan to revamp apps including updates to Cartwheel, a new pharmacy app and a partnership to test curbside pickup via a third party mobile app.
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