Interactive Holiday Storybook Product Design
Bringing families together for the holidays through an interactive storybook experience design for kids and parents.
[2015]
Target
Summary
Led collaborative efforts with creative, strategy, and production teams to manage the full planning, design, and execution of Target’s 2015 Holiday Odyssey and interactive storybook campaign. As Target’s lead creative agency, 72andSunny developed the annual holiday campaign, tasked with delivering a unique experience. Target challenged us to create an integrated marketing campaign and an innovative mobile experience.
Our team crafted a holiday narrative about three kids, guided by Target’s Bullseye dog, uncovering holiday joy. This narrative formed the core of a connected marketing campaign spanning digital and physical holiday shopping experiences.
To extend joy beyond shopping, we produced an interactive storybook showcasing the Holiday Odyssey in a multimedia, mobile-first format for kids and parents to enjoy together.
For each family that engaged with the storybook, Target donated to St. Jude’s Hospital.
Outcomes
- 19,000 hours of story time together
- 119,000 families enjoyed our story
- 8 minute avg. interaction time for users
- Successful charitable integration with St. Jude’s
- Created innovative digital storytelling format
