Emmer, MN Forward flap derails Target’s marketing of fall line

Logo for boycott-Target Facebook group

The marketing for Target’s Kaleidoscopic Fashion Spectacular,  the retail giant’s official launch of its fall clothing line, has become hijacked by people upset with Target’s donation to MN Forward, a Republican-run independent expenditure committee that has endorsed gubernatorial candidate Tom Emmer. The social marketing for the New York City launch has become marred with anti-Target messages.

David J. Carr, digital strategy director at Chemistry Group, detailed the social media backfire:

Unfortunately the “community’s shared responses” all over the Facebook page and wider web have nothing to do with the campaign and everything to do with the Target’s donation to Minnesota Forward, a republican group in Target’s home-state of Minnesota, which is a lot less equal rights focused than Target itself.

The campaign has now become a channel for debate and outrage with people a lot less interested in the spectacular 20-minute performance accompanied by an original soundtrack by Squeak E. Clean, aka Sam Spiegel, performed by a 30-piece orchestra and 10-person chorus.

Transparency and consistency online is vital. If your brand and your deeds diverge you will be found out and called out.

Unfortunately for Target and Mother NY this has happened in a big way – just showing that for real people there are a lot more important things than advertising.