Creativity

Explore Target's Haunted Mansion in Virtual Reality

The Spooky Series Is Aimed at Halloween Fanatics and Party Throwers

By Felicia Greiff. Published on Oct 19, 2015

Editor's Pick

This year, Target is celebrating Halloween with a YouTube virtual reality series and a mobile site to help trick-or-treaters' parents find the best houses.

The VR series, called "The House on Hallow Hill," was created in-house and includes six videos, starting with the introduction. In the first scene, a viewer sees a haunted house (filmed at a mansion in Minneapolis, where Target is headquartered). YouTube cards pop up, prompting the viewer to explore a themed room: "The Ghoulish Graveyard," "The Candy Carnival," "Dinner with Ghosts" or "Day of the Dead."

Kristi Argyilan, senior VP-media, guest engagement and measurement at Target, said the video series is targeted at Halloween enthusiasts. "There's a particular group that's just fanatical around Halloween," she said. "There's a lot of pressure for them to decorate in what we call an epic sort of way. They also are incredibly busy, so their ability to execute Halloween in a way they'd want to is difficult."

After leaving the haunted mansion, the viewer is offered a 10% off promo code.

Read more about Target's Halloween efforts, including its trick-or-treating mobile site, on Ad Age.

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About

Credits

Date
Oct 19, 2015
Client:
Target

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