Homeware retailer constructs life-size dollhouse in Grand Central Station
By Alex Mansell on Tuesday, May 14, 2013
If in doubt, make it life-size. And put it somewhere cool. This seems to be a bit of a mantra in PR, with all things ginormous always seeming to grab headlines. US retailers Target knew this all too well, as they constructed a life-size dollhouse in the middle of New York’s Grand Central Station last week.
Although some critics have taken to Twitter to claim that a life-size doll house is surely just a house (fair!), the stunt, which aimed to promote Target’s Threshold homeware range, has picked up some good coverage – Yahoo! the Mail Online, Stylist and CNN among others.
Open for one day only last week, members of the public were allowed to roam the two-storey construction and even buy some of the 3000 items scattered around the house using their mobile devices. Staff members were on hand to demonstrate how products worked and encourage interaction with them. The 40,000 people who explored the house were also treated to such novelties as makeovers in the bathrooms.
A lovely bit of experiential PR that saw amazing consumer engagement (and couldn’t have put the product more in the customer’s face) this stunt was definitely on Target.
Involved agency: Deutsch LA
http://www.youtube.com/watch?v=7D2-rG21JRo
