We launched The Everyday Collection to raise the profile of Target’s everyday products to amusingly self-aware fashion status. Then we invited everyone into our oddly entertaining world of the fierce and fabulous when we went live with the Tweet-to-Runway Show, a first-ever runway spectacular inspired by everyday tweets.
Thousands watched the 2-hour live-streaming runway show as models performed 250+ tweets ranging from poignant thoughts on toilet paper to a simple desire for a donut. Each tweet was paired with a related product from The Everyday Collection. Once each tweet was performed live, we edited a custom video on-set and tweeted it back to the author to view and share with their social networks.
“We’re all laughing at our desks here at R29.”
“Either Target is absolutely crazy or actually, crazy like a social media fox.”