Creative & Tech Social Media

Target Introduces World’s First Social Network for Trick-or-Treating

November 3, 2015

Trick-or-treating hasn’t changed much in decades, but this year it received a big upgrade.

Every year kids talk about the go-to houses for trick-or-treating in their neighborhoods – the ones with the spookiest decorations, most fun parties, and, of course, the best candy. Target wanted to be everyone’s wingman this year in ensuring they had the most epic Halloween by helping them prepare.

In the weeks leading up to Halloween, Target introduced Treatster – a mobile experience allowing parents of young trick-or-treaters to find the best trick-or-treating spots in their neighborhoods on Halloween night.TargetTreatster-178_edit
The brand encouraged neighborhood residents around the nation to add their houses to the Treatster site, where trick-or-treaters could then upvote their favorites on Halloween. Using a Google API, the site tagged the upvoted locations as a “treat.” The more “treats” a location received, the larger the corresponding pumpkin pin on the site appeared – indicating to trick-or-treaters in the neighborhood it was a house with good treats.

For an extra sweet surprise, we prototyped and created a handful of limited edition smart 3D printed jack-o-lanterns to share with PR outlets and influencers including Crissy Page. The jack-o-lanterns were equipped with an upvote button that automatically connected to the Treatster mobile site, and emitted spooky sounds and LED light-effects when pressed.

To introduce the campaign we released a short video, accompanying social content on Target’s Instagram, Facebook and Twitter channels, and developed a multi-phased influencer program.

Read more about the campaign in Creativity.