As a sponsor of the new Smithsonian National Museum of African American History and Culture, Target was invited to participate in the opening weekend Festival. As a long-time partner of Target, we were brought on board to design and produce Target’s activation at the Festival. We were tasked with ensuring Target’s production was appropriate to Museum guidelines and the tenor of the weekend while also reflecting the corporate brand. We served as primary point of contact for the Museum, United States Secret Service, National Park Service and the Smithsonian Folklife Festival team.
Situated on the Washington Monument grounds, Target’s Making History social media tent was one of the most popular offerings for the tens of thousands of guests attending the Museum opening weekend. Participants completed postcards, posted on Instagram, enjoyed a 360 camera and also enjoyed charging stations. The social media activations resulted in more than 30,000 impressions in addition to more than 10,000 postcards mailed.
© 2017 Dufour & Co Productions