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.