Target Goes All Hollywood to Sell Stuff
You would think that a film written and directed by "Madmen" alums and starring actress Kristen Bell ("Forgetting Sarah Marshall") would have a better than average chance of being good, wouldn’t you?
You might, unless you were watching the so-called "shoppable" film on Target.com and realizing that there is no way you are going to order any of the products shown, at least in part, because of the "lameness" (term borrowed from resident teenager) of the film.
Okay, I’m being harsh, but I couldn’t help but thinking while watching the first of three four-minute "Target Style Short Film" episodes that whatever the chain paid for the talent on the project, it didn’t appear to be particularly well spent.
"The way we gage success here is the differentiation of the Target brand," Shawn Gensch, Target’s senior vice president of marketing, told Bloomberg News. "This is one component of a very robust messaging calendar and at a very key season for retail."
To be fair, not all agree with my negative review of the film and, for all I know, the products being promoted could be flying off Target.com’s warehouse shelves.
"It lines up pretty well with Target’s desire to be forward thinking," Leon Nicholas, an analyst at Kantar Retail, told Bloomberg. "Target has the credibility to try this."
- Falling For You – Target
- Target Taps ‘Mad Men’ Vet for First Shoppable Film – Bloomberg News
- Target Tests Click-to-Buy Shoppable Video Starring Kristen Bell and Nia Long – brandchannel
What is your assessment of “shoppable videos” as a marketing tool? What do you think of Target’s execution with the “Falling For You” film?