Cannes Lions

TARGET SPONSORSHIP & INSTALLATION AT HELLO KITTY CON 2014

SUB ROSA, New York / TARGET / 2015

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Overview

Entries

Credits

Overview

Execution

Our strategy team quickly hatched the concept of inviting convention-goers to step into the The Adventures of Hello Kitty and Bullseye (Target’s canine mascot). The activation was to be driven by the concept of participants seeing a colorful new world through Kitty’s eyes, an experience brought to life via compelling storytelling, interactive gamification and covetable giveaways.

The physical Target event space was designed as a colorful fairgrounds, dubbed The Dream Carnival, and contained a myriad of Hello Kitty and Bullseye games for guests to play enhanced by RFID technology. From Kitty fortune tellers to re-envisioned arcade classics, motion-activated kaleidoscope to floating branded photobooths, our design, tech and activation teams worked in unison to populate The Dream Carnival with interactive moments that seamlessly pulled fans into the narrative of Hello Kitty and Bullseye’s friendship and rewarded them with various Target Hello Kitty products and prizes.

Outcome

The Target Adventures of Hello Kitty and Bullseye experience was a rousing success. The experience provided fans with a welcome opportunity to step into the fantastical world of Hello Kitty and engage with the character and her discreetly branded pal.

Over the course of the engagement 2,300 unique visitor of Target’s Dream Carnival played over 10,000 games and were given over 15,000 prizes. Media outlets reporting on the activation included Nightline, The Ellen DeGeneres Show, Good Day LA, Buzzfeed.com, Glamour.com and The New York Times.

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