Creativity

Target's 'Treatster' Shows Parents Trick-or-Treat Hot Spots

The Bigger the Pumpkin Icon, the More Votes a House Has

By Felicia Greiff. Published on Oct 20, 2015

Editor's Pick

Target has an innovative way for parents to scout the best trick-or-treat spots: a mobile site called Treatster that uses Google Maps' API to show which houses have the best Halloween spirit.

The site, created with 360i, allows parents to up-vote the best areas by tagging their locations as a "treat." The more "treats" a location has, the larger its pumpkin will appear. Kristi Argyilan, senior VP-media, guest engagement and measurement at Target, said the site is about the joy and excitement of Halloween and "allowing guests to engage in [the] holiday in the way that they naturally would. ... They're tweeting, and they're posting on Facebook. [The mobile site] is really about delighting kids and family when they go trick or treating."

The mobile site won't use specific addresses, and people can't get a "street view" on the mobile site. And there's no up-voting the same house multiple times -- pumpkin votes have to be earned the old-fashioned way (through superior candy offerings and dedicated spooky decor) one vote at a time.

Read more about Target's Halloween efforts on Ad Age.

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About

Credits

Date
Oct 20, 2015
Agency:
360i
Client:
Target
SVP, Media Guest Engagement & Measurement:
Kristi Argyilan
Chief Creative Officer:
Todd Waterbury
Group Creative Director, Social Media:
Travis Robertson
Creative Director, Social Media + Copywriting:
Jon Baugh
Social Director:
Colleen McDuffe
Content Strategist:
Aaron M. Miller
CCO:
Pierre Lipton
GCD:
Megan Skelly
CD:
Daniel Bremmer
CD:
Alex Schulhafer
Copywriter:
Marissa Cuconato
Art Director:
Kaleigh McBride
VP Production:
Joe Jaffe
Head of Production:
Chris Kief
VP, Technical Delivery:
Robert Durbin
VP, Director of Engineering:
Sharda Roodal
Group Technical Director:
Layne Harris
Innovation Strategist:
Fitz Maro
Senior Integrated Producer:
Laurisa Milici
Group Director, Content Production:
Phil Pessaro
Senior Content Producer:
Pamela Yeh
Still Photographer:
Tim Ireland
Group Account Director:
Meredith Smyth
Account Supervisor:
Katherine Kahn
VP, Strategy/Social Marketing:
Orli LeWinter
Strategist:
Kelly Bolick
Media Supervisor:
Erika Mahon
Senior Media Manager:
Josh Reeher
SVP, Influencer Marketing 360i:
Rebecca McCuiston
Production Company:
The Station
Director:
Ben Flaherty
Executive Producer:
Drew Stein
Executive Producer:
David Weinstein
Line Producer:
Brian Bennhoff
Director of Photography:
Lyle Vincent
Production Designer:
Kai Lee
Key Costumer:
Rabiah Troncelliti
Post Production:
The Station
Producer:
Drew Stein
Producer:
David Weinstein
Editor:
John Reitzes
Flame Artist:
Blase Theodore
AFX:
Brian Krupkin

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