Target sponsored the 2017 MLS All-Star Game, where the league’s best players gathered at Solider Field and faced Spanish super club Real Madrid. This was Target’s moment to shout from the stadium and show how they’re BIG FANS of soccer. Through social, I created a genuine and meaningful connection between Target and soccer. By connecting guests to Target’s experiential events occurring in Chicago during pre-game and game-day activations, Target’s soccer association came to life throughout MLS All-Star week.

Overview

With the MLS All-Star Game presented by Target, we’ll be there at the right time, right place, with plus-ups on the big day. A first-ever for Target, was sponsoring Snapchat’s World Lens to interact with the world through the rear facing camera. We’ll use Snapchat to generate widespread soccer excitement by creating fun engagements for any Snapchat user. In addition, Target will have half-time videoboard placements with messaging to remind guests to use the World Lens plus sponsoring the All-Star Game jerseys.

Results

• Captured 2% of total #MLSAllStar Game conversation on social

• Through capturing real-time content during the week, I helped to create Instagram and Snapchat stories to beat engagement rate baselines

• I partnered with Target Creative and Snapchat to create a fun and engaging World Lens to drive excitement for the MLS All-Star game

Target’s first-ever Snapchat World Lens

Highlights