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Target's Everyday Collection Campaign

It's been awhile since I talked shop here (shop being PR and all things social media), but I couldn't resist posting about Target's Tweet to Runway campaign. If have watched TV in real time recently, you may have seen those crazy runway-inspired commercials for Target, which I don't entirely understand. I think it aims to make everyday activities...making dinner, cleaning your baby's diaper "sexy," but I really don't know.

Well the bulls-eye company took it a step further with its Tweet-to-Runway Show. Here’s the deal: Target encouraged fans to visit the “Everyday Show” page via Twitter and post messages concerning some product sold in the “Everyday” line. Target describes Everyday as “the most intensely sensible grocery and essentials collection of the season”, which could apply to pretty much anything. Someone chose the “best” tweets, which were then read aloud by models as they paraded down the runway carrying the products in question.

Some were hilarious. Others reminded me that some people share too much on Twitter.

While I love everything about the models reading real people's tweets ("dot, dot, dot"), I don't understand why they are poking fun at their own campaign. This whole campaign centers around glamorizing everyday activities, and having models reading tweets while holding a jar of pickles...seems to I dunno go in the mocking direction.

See some of "runway show" here.

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