Dive Brief:
- Improv Everywhere, a New York-based 'prank collective' teamed up with Target this week for a feel good holiday ad that was distributed through email, social media, and PR channels.
- The group found five families that they lured to a house in Bergen County, New Jersey under the guise that they would be shooting family portraits.
- Instead of shooting family portraits, they were greeted with four Christmas carolers which, grew to more carolers; four Santa Clauses; two snowmen; a 20-person orchestra; and a soloist singing Marshmallow World, which Target has adopted for it official holiday marketing song.
Dive Insight:
The video, which launched on Tuesday, has already been viewed more than 230,000 times. The ad is definitely more branded content than a traditional holiday ad—Target's only real presence is a simple "thank you to Target for making this possible" at the end. Target did distribute it though, through social media channels and its A Bullseye View email list, for its most loyal customers.