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Target Shows Off Everyday Products With High Fashion Crowdsourced Runway Show

Retailer had models read tweets about the brand's household items to showcase the merchandise.

Zachary Kraemer
Zachary Kraemer on January 30, 2013. @ZacharyKraemer

In the latest leg of its “Everyday Collection” campaign, Target has launched its first ever crowd sourced Tweet-to-Runway fashion show.  In the typical Everyday Collection style, models dressed in all white walked down a high fashion runway and presented everyday items that are available at Target stores. While holding up the various products, models would read selected tweets that mentioned the specific product they were holding, adding humorous interpretations of emoticons, hash tags, and various punctuations.

target-everyday-collection-tweet-to-runway-fashion-show-reading

Target produced over 160 of the Tweet-to-Runway video for YouTube, most of which are under twenty seconds long. The fans whose tweets were included in the campaign were not only awarded twenty seconds of fame, but also a twenty dollar Target gift card.

PSFK recently spoke with Target to learn more about the Tweet-to-Runway campaign:

What did you want the consumer to get out of the Tweet-to-Runway show? 

The Tweet-to-Runway show was one of the ways we brought “The Everyday Collection” campaign to life. Our goal was to create an engaging, shareable surprising and delightful moment for our guests.

This idea of a live crowd sourced fashion show is something that has never been done before, what inspired you to create this innovative new idea?

We knew people often share their everyday routines and experiences on Twitter. Tweet-to-Runway was a great opportunity to interact with our guests via Twitter and bring their everyday Tweets to life. It’s another example of how Target’s marketing is designed to engage and inspire our guests, especially on social channels.

Below are the highlights from Target’s Tweet-to-Runway show:

Tweet-to-Runway Show

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