Target Jumps Into Festival Fray for HunterMass retailer takes marketing to new heights with a festival for 5,000 to celebrate its latest partnership.

[Collection]Coachella, it wasn’t. But while Target Corp.’s inaugural Ultimate Family Festival celebrating the April 14 launch of Hunter for Target didn’t come close to the scale of the larger event, it was an admirable effort with performances by OneRepublic, Charlie Puth, Charli XCX, Troye Sivan and DJ Questlove, among others. Target is leveraging the festival as a backdrop to capture content for its marketing campaign, and extending the concept of families celebrating — rain or shine — with mini-festivals in several major markets on launch day. At Ultimate Family Festival, Tiffany Haddish struck a relaxed pose on a hammock; Jenna Dewan Tatum and Anna Kendrick shopped at the pop-up shop; Hailee Steinfeld hung out in the VIP area, and Kate Bosworth, played Welly Wanging on the lawn, a game that involves trying to throw a Hunter boot boomerang-style into a basket. Meanwhile, Cat Deeley tried on boots and DJ Kitty Cash did her thing at the turntable. “Hunter’s spirit is about the emotional connection of wearing our product tied to an experience or moment, from the memories of [attending] a first festival to kids jumping in puddles,” said Alasdhair Willis, creative director at Hunter, adding that both brands, which share similar values and spirit, wanted ensure

Follow WWD on Twitter or become a fan on Facebook.

Read More...http://wwd.com/business-news/retail/target-jumps-into-festival-fray-for-hunter-1202646111/