Target Marks the New Year by Offering Parents a Chance to Share Birth Announcements with the World
Retailer featuring birth announcements submitted via Facebook in Times Square and L.A.
Kids Today Staff -- Kids Today, 1/4/2011 8:09:53 AM
MINNEAPOLIS -- To ring in 2011, Target is offering parents everywhere an exciting way to share their big news -- the arrival of a new baby -- with the world through its Big Baby Billboard, an interactive online experience that includes an outdoor presence in New York City and Los Angeles. Parents can visit the Target Baby Facebook page to create a playful digital birth announcement that can be shared online with family and friends. Target will then randomly select birth announcements for display in New York City's Times Square and on a larger-than-life magnetic board in Los Angeles.
"Technology plays an important role in how Target's guests share and receive information and our Target Baby Facebook page serves as an excellent resource for new and expectant parents," said Will Setliff, vice president of marketing, Target. "We're excited to tap into our guests' online behaviors to provide them with a fun, relevant way to celebrate the birth of their child -- whether that's with friends and family, on an oversized magnetic billboard in Los Angeles or in the heart of our nation's biggest city."
The birth announcements are created on the Target Baby Facebook page free of charge, and use the likeness of colorful children's refrigerator magnets. Once created, parents can submit their child's Big Baby Billboard announcement to be featured in New York City's Times Square or on an outdoor display in Los Angeles.
In New York City's Times Square, a choreographed series of Big Baby Billboard announcements submitted via the Target Baby Facebook page will be broadcast on the ABC, NASDAQ and Reuters billboards this week. The Los Angeles-based Big Baby Billboard will feature a 25-by-30-foot display at the Hollywood and Highland Center. Shoppers will be greeted by a gigantic magnetic board on which workers will assemble colorful letters to create a billboard-sized birth announcement for each entry selected. Once the announcement is in place, a camera will capture a photo of the board. Photos will then be uploaded to the Target Baby Facebook page. Baby announcements at the Big Baby Billboard in Los Angeles will be updated every 10 to 15 minutes, generating up to 50 keepsakes every day. The event began Jan. 1 at 10 a.m. PST and runs through Jan. 5 during mall hours.
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