KaBOOM! Play Everywhere Tour: Powered by Target

Experiential Marketing Tours

Challenge

The Play Everywhere Tour was designed to “bring kids and families together” in key cities around the United States, while also providing fun and interactive ways for consumers to connect with KaBOOM! and Target brands. KaBOOM! and Target collaborated with NRPA and Playworks to build a fun-filled, family play program called the Play Everywhere Tour.

Solution

KaBOOM! and Target partnered with Pro Motion to create The Play Everywhere Tour to support communities in their efforts to “Play Everywhere”. National partners National Recreation and Park Association and Playworks, as well as local community partners and leaders engaged attendees in living out the mission of the tour. The tour was designed to teach children and families how to incorporate play into everyday life in unexpected places, while learning new and insightful ways to experience play!
The 4 city tour across the southern United States brought kids and families together for a fun-filled play day and showcased ideas to create kid-friendly, playful cities. KaBOOM and Target also partnered to create the Play Everywhere Challenge, which awarded $720,000 to support projects that encouraged turning regular spaces into “Playces”. Local challenge winners were announced at each tour stop, where a picture of their playful concept was also displayed.
The tour engaged over 10,000 people across 4 cities at one day, playful family events. Everyone in attendance received a Target gift card and additional premiums including a drawstring backpack and a packet of fun activity cards to do at home. The events were filled with family fun, including a giant obstacle course, Zumba, yoga, four square, family music artists, dance groups, and so much more! The results – a day full of smiles and happiness that is sure to last far beyond the Play Everywhere experience.