Target has launched its first major campaign on Instagram, with a virtual trick or treat game for Halloween.
The campaign, created by Carrot Creative, enables Instagram users to enter the virtual neighborhood of "Halloween Hills," creating a game-like experience for what is generally a static app.
The campaign utilizes Instagram’s tagging feature, enabling users to virtually trick-or-treat homes in the neighborhood by tapping on the screen.
Behind each door will be a trick or a treat, comprised of D.I.Y. tutorials for crafts and snacks that can be made using products bought in Target stores, such as the "Mummy Piñata" and "Cauldron Cupcakes."
Target is encouraging users to share their creations on Instagram, using the hashtag #HalloweenHills.