Rather than inviting guests to walk by a holiday store window, we invited guests into the scene itself. Target Wonderland was part magical toy store, part larger-than-life holiday playground. It included interactive spectacles such as a mega Etch A Sketch that'll draw you in seconds; a 10 foot Christmas tree made of hulk hands; “S.S. Free Shipping” - a life-sized Lego pirate ship surrounded by a snowball ball pit. The S.S. Free Shipping ship was even a key piece in Target's Holiday Storybook campaign.

Knowing that it would be difficult to carry products around such a play-filled experience, RFID tags allowed guests to shop along the way, and pick up their gifts, wrapped, from Santa before they left.

Target Wonderland was a 16,000 square foot holiday destination that used scale and imagination to create an immersive experience of sculptures, spectacles and interactive games.

Additionally, we created a unique physical-meets-digital execution, using RFID technology. Upon entry, guests received a custom lanyard, which contained an RFID token. This token allowed them to add products to their digital shopping basket by simply scanning it at the display. Visitors could also connect the token to their social accounts, sharing photos from the event’s professional photographers with a simple scan - no phone, apps or wifi required.

Since our goals were to create a unique experience where smiles were first priority and sales second, we paid close attention to visitors’ responses, which were universally positive. Visitors loved the event’s blend of technology with tradition. Here are a few of our responses:

“This is so fun. It makes the world outside seem bland.” Samantha, Age 9

“If Santa’s toy factory and Disney World made a baby it would be Target Wonderland—and it’s effing awesome.” – Time Out New York

“Leave it to Target to create a wonderland that made me feel like a kid again! - @Fabulatina

Additional KPI stats:

• 23,000 attendees on a 10,000 goal

• Hundreds of millions of consumer impressions

• Average time spent in experience was 20-30 minutes (well above expectations)