Target’s Latest E-Card Sent by 100,000 Fans

Target is on track to replicate its Facebook campaign success last year with a similar - and scaled down - promotion it just launched.

Marrying two big events in February - the Super Bowl and Valentine’s Day - in one promotion, the retailer has developed a football-themed e-card for Valentine’s Day. Each card sent allows the person to vote in Target’s charity contest.

The retailer is giving away $1 million that will be split among the Kids In Need Foundation, United Through Reading Military Program, St. Jude Children’s Research Hospital, United Way and The Salvation Army.

The voting began on Jan. 31, and the Target page has already gained more than 100,000 new fans, according to The Big Money (via MarketingVOX).

97K New Fans

Last May, Target rolled out a similar campaign, seeding it with $3 million in charitable giveaways. It added 97,091 new Facebook fans in that campaign and its Target Facebook page views increased 4,800% during the two-week run.

The current campaign is slightly different as it is focused on e-cards, which are reminiscent of the holiday e-card campaigns such as Elf Yourself that were so popular last holiday season. Target is offering three themed cards from which to choose: a dance-themed football cupid, who is accompanied by backup dancers that perform an end-zone celebration dance; a poetry-inspired football cupid, who reads “You’re My Instant Replay,” a football-inspired love poem; and love-song football cupid and his NFL-sized “Pips”, which perform “Super Love Song.”

All of the cards end by revealing which charity the sender chose.