Give With Target

Client: 
Target
Agency: 
Periscope
The Situation: 

Target continues its tradition of giving back to the communities it serves through its “Give With Target” campaign, inspiring schools and students across the nation to make a difference in their communities, and the world. The challenge for each school was to activate a social media campaign that would earn them the most votes. This multi-platform promotion included digital drive, broadcast TV spots, and culminated in a celebrity-studded gala celebration for the winning school, where Target presented its grand prize donation. With a tight turnaround and a client known for its exacting brand guidelines, Target’s agency Periscope knew who they could call to turn this party into a gala celebration that the winning school would never forget.

The Solution: 

With no time to spare, VStar set about designing and fabricating the wide variety of thematic elements needed for both the TV campaign and the grand finale event. From the creation of custom Target band uniforms and pom-pom bullseye displays to large-scale gaming mechanisms and a giant yearbook for students to sign, VStar made sure that this would be a party that the winning school students would never forget. When the winning school of Benson Northside Elementary was announced, the ensuing celebration was ready to take this entire southwestern Minnesota town by storm. International superstar DJ Irie (stationed behind a custom-built DJ stand) kept the crowd on its feet during a wide array of celebrity appearances and presentations, capped off by a special concert from CMA Entertainer of the Year Luke Bryan. It all added up to an epic campaign, the celebration of a lifetime, and another innovative, exciting and meaningful way for Target to connect with its next generation of customers.