Target - Treatster

Target wanted to show Halloween fanatics that they were the ultimate destination for all things Halloween. Rather than tout their comprehensive offerings, we gave shoppers’ favorite holiday a 21st-century upgrade with the world's first social network dedicated exclusively to Trick-Or-Treaters. Treatster was a mobile web experience that helped Trick-Or-Treaters find the sweetest houses in their neighborhood. Bigger pumpkins meant spookier decorations, cooler costumes, and of course the best candy. And where can you purchase all those decorations, costumes, and candy? At Target, of course!

Treatster users could nominate a house by dropping a pin on the map, and vote for their favorites by giving a green monster thumbs up. And since we developed the experience as a mobile site, anyone could participate without having to download an app. We even developed a prototype tech-enabled trick-or-treat basket with a built-in button that users could press to automatically add a house to the map while they were out on Halloween, given to select influencers as beta testers.

Within just a few days of launch, the brand saw over 7,300 houses added to the site. Over Halloween week, more than 85,000 users joined the network, spending an average of 1:41 during each session. Most importantly, Treatster got people talking. In one week, Treatster garnered over 40 million impressions with 95% positive net sentiment.