Target

tweet-to-runway show

We launched The Everyday Collection to raise the profile of Target’s everyday products to amusingly self-aware fashion status. Then we invited everyone into our oddly entertaining world of the fierce and fabulous when we went live with the Tweet-to-Runway Show, a first-ever runway spectacular inspired by everyday tweets.

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Thousands watched the 2-hour live-streaming runway show as models performed 250+ tweets ranging from poignant thoughts on toilet paper to a simple desire for a donut. Each tweet was paired with a related product from The Everyday Collection. Once each tweet was performed live, we edited a custom video on-set and tweeted it back to the author to view and share with their social networks.

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“We’re all laughing at our desks here at R29.”

— Refinery29
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“Either Target is absolutely crazy or actually, crazy like a social media fox.”

— Consumerist
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