Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

Target is running an ad on the Sphere in Las Vegas, Nevada, to boost its holiday marketing blitz, according to details shared with Marketing Dive. The outdoor placement emulating a snowglobe, live through Dec. 22, depicts an 11-story Target based on gingerbread houses and the largest iteration of dog mascot Bullseye to date, standing at around six-and-a-half stories tall. The wintry virtual Target is about three times larger than a typical brick-and-mortar store, a spokesperson said.

Arriving just ahead of Christmas, the Sphere effort promotes popular toy gifting ideas in Target’s assortment, including the stuffed plushy brand Squishmallows. Target is also selling a real-life version of the branded gingerbread house seen in the Sphere ad to decorate at home. 

Target has been looking to court holiday shopping laggards this year with a bigger emphasis on last-minute deals and same-day services, including drive-up ordering and ultra-fast delivery through its Shipt arm. The big-box store kicked off its seasonal efforts in early November with a messaging strategy that hammers on value, a bid to address the economic pressures many consumers are contending with amid inflation. 

The “However You Holiday, Do It For Less” campaign also sees the brand bringing back experiential marketing following a few challenging pandemic years. In-store activations and a traveling winter wonderland pop-up are complemented by virtual 360-degree shoppable experiences on Target’s website. But the Sphere ploy may be the glitziest piece of the multi-pronged Q4 push yet.  

Target joins other blue-chip marketers that are capitalizing on buzz around the Sphere, a behemoth digital out-of-home destination and performance venue that looms over the Las Vegas skyline at 366 feet tall and 516 feet wide. Other brands that have taken advantage of the space include Coca-Cola, which leveraged the venue for a campaign focused on artificial intelligence, and Heineken, which ran an ad for its low-carb Silver beer offering around a recent Formula 1 race.  

Advertising on the Sphere, which opened in late September, can come with a hefty price tag. A one-week campaign can cost $650,000, according to local media reports, while a one-day takeover will run up to $450,000.