TARGET, NEIMAN MARCUS / REVENGE
13 November 2012
ABC's hit show Revenge inspires bespoke advertising for The Target x Neiman Marcus Collection
- Brand
- Target
- Neiman Marcus
- Media Type
- Branded Entertainment
- Product Placement / Integration
- TV Commercial
- Product Category
- Retail / Online Retail
- Country
- USA
- Source
- News
- Agency
- Olson / Minneapolis
- Tags
- partnership
- retail
- native advertising
- content
- collaboration
- discount
- limited edition
- luxury
Luxury retail department store Neiman Marcus has joined forces with discount retail chain Target on a Christmas collection of 50 limited edition designer products, priced from $7.99 to $499.99. The range, which includes items from designers such as Diane von Furstenberg and Jason Wu, is already on sale in outlets of both chains and will also be available to purchase online from 1 December.
The mid-season finale of ABC's hit TV show Revenge promoted The Target x Neiman Marcus Collection on Sunday 11 November. Target and Neiman Marcus, the only commercial sponsors of the broadcast, ran five ads that featured characters from the show in what was described as 'a story within a story'.
Revenge writers and set designers collaborated on the adverts which were designed to appeal to the show's 18-49 year old target audience. The ads, which promoted different products from the range, from an Oscar de la Renta tote bag to a Lela Rose party top, also appeared during online viewings of the show on ABC.com, Hulu and on-demand systems. A preview for the ads (above) shows how Revenge actors Margarita Levieva and Nick Wechsler (who play the characters Amanda and Jack) were used in the collaborative effort.
Target's long-term digital agency Olson collaborated with digital innovation agency space150 on the project. Both are based in Minneapolis.
Contagious Insight
It's encouraging to see genuine creativity in TV advertising which attempts to be as 'must-see' as scheduled programming. Last Christmas, UK high store chain Marks and Spencer enlisted finalists from The X Factor to sing in its festive ad that aired during the break of the talent contest final. Regardless of what you may think of the quality of the final ad, it is attempting to achieve the same objective as Target and Neiman Marcus: both examples are clearly relating to surrounding editorial content.
The Target x Neiman Marcus Collection has already attracted attention in influential places, so this effort seems like more of a 'mass' push in the countdown to the holiday shopping season.
However, to create original content that is relevant to only one TV show and then be the sole advertiser must have taken a lot of investment on the part of both brands. What kind of return they will receive remains to be seen.
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