Las Vegas isn’t known for its snowy winters, but that hasn’t stopped Target from bringing a little winter magic to the city.
This week, the retailer has taken over the city’s newest attraction, Sphere, to promote the holidays. The 366-foot dome’s outside LED screens will be turned into a giant snow globe featuring the brand’s mascot, Bullseye, playing in a winter wonderland. In addition, the experience will include an 11-story gingerbread Target store and a 6.5-story representation of the mascot.
The activation draws upon the retailer’s holiday marketing campaign, which has highlighted gifts under $25 and spotlighted several in-store and digital programs for the holidays. Among the elements are a “Grand Central Gifting Station,” which features a variety of gifts and price points, in both brick-and-mortar retail outlets and online. The company has also introduced 360-degree shoppable experiences showcasing the many toy lines available for purchase.
Since opening earlier this year, the Sphere at the Venetian Resort in Las Vegas has captured the imaginations of marketers. For its holiday campaign this year, Lexus debuted a 90-second video program that depicted a bow-adorned Lexus GX in a snow globe. YouTube turned the dome into football helmets to promote its NFL Sunday Ticket product and the National Basketball Association made the screens appear to be a basketball to promote its summer league.
