This year for Halloween, Target wanted to engage, interact and connect with guests like never before - aka - be epic! We created the “House on Hallow Hill”—a first of its kind series of 360º fully interactive videos.

As a predominantly mobile experience, users could experience the action on their own terms, by pointing their phones in different directions. It started with a house and a series of rooms and turned into a choose-your-own adventure Halloween house, full of Target product ready to be purchased.

Target wanted to use storytelling to give guests an immersive, interactive, and accessible look at the epic assortment of Halloween product exclusively available at Target.

We transformed a Victorian mansion into an epic Halloween experience. Each room was uniquely styled with its own theme and staged with Target product. Materials, style and design elements were carefully selected to create a fantastical world where imagination could come to life.

To make the experience a reality, we filmed using an array of seven GoPro cameras arranged in a sphere. Through a combination of practical and computer-generated effects, videos went beyond the realm of reality. A YouTube playlist and interactive cards were used to bring the videos together and allow users the ability to experience The House on Hallow Hill on their own terms.

Target as a whole saw an incremental sales lift across Halloween Categories. The six “House on Hallow Hill” videos attracted more than 4 million views on YouTube and more than 136 million media impressions, while driving 3 million visits to Target Immersive Content.