To further engage Target shoppers with The Everyday Collection, we took the campaign to Twitter for Target’s Tweet-to-Runway Show—the first live catwalk event fueled entirely by real-time tweets. For two nonstop hours, ten models strutted the runway reading hundreds of crowdsourced tweets, matching everything from toilet paper musings to intense cheese cravings directly with items from The Everyday Collection.
“One of my favorite pieces in the show, so perfect for the brand and its audience. It had that cheeky, whimsical tone you love to hear from Target, and the models looked like they were enjoying the show as well. It made me smile.” —Kris Kiger (Communication Arts Annual Judge)
“This is a cool way for a brand to take advantage of social media. Pulling off real-time interaction on this scale is impressive, to say the least.” —Sean Klassen (Communication Arts Annual Judge)
Using a custom tweet aggregator built by Tool of North America, we filtered through more than 100,000 posts to curate 250+ top tweets. We beamed these directly onto runway teleprompters in real time, pairing everyday human moments with Target Grocery products live on the catwalk.