Target's Bullseye Delights Las Vegas Crowd in Festive Sphere Appearance

Target is currently running an ad on the Sphere in Las Vegas, Nevada in order to enhance its holiday marketing campaign. The outdoor ad, which will be live until December 22nd, features an 11-story Target store modeled after gingerbread houses and includes the biggest version of Target's dog mascot Bullseye, standing at approximately six-and-a-half stories tall. This virtual Target is about three times larger than a standard brick-and-mortar store, according to a spokesperson. The ad is aimed at promoting popular toy gift ideas, such as the Squishmallows plush toys. Additionally, Target is offering a real version of the branded gingerbread house seen in the Sphere ad for customers to decorate at home.

Target is reaching out to last-minute holiday shoppers with big discounts and same-day services such as drive-up ordering and rapid delivery through its Shipt arm. The retailer began its seasonal campaign in early November with a focus on value, aiming to alleviate the financial strain many consumers are facing due to inflation.

The "However You Holiday, Do It For Less" initiative also marks the return of experiential marketing following a challenging period during the pandemic. In-store activities and a traveling winter wonderland pop-up are complemented by virtual 360-degree shopping experiences on Target’s website. The Sphere ploy may be the most extravagant part of Target’s multi-faceted Q4 push yet.

The Sphere, a massive digital out-of-home destination and performance venue towering over the Las Vegas skyline at 366 feet tall and 516 feet wide, has drawn the attention of top-tier marketers such as Target. Other renowned brands, like Coca-Cola and Heineken, have also embraced the space for their advertising campaigns. Despite its high cost, with a one-week campaign costing $650,000 and a one-day takeover running up to $450,000, the Sphere continues to attract advertisers since its opening in late September.