The effort, "Wow or Never," features 20 exclusive gifts ranging in price from $15 to $649 and fabulous prizes, from an African safari to a new Maserati. Qualifying items will be available only from Nov. 25 through Dec. 1, while supplies last.
For example, consumers who purchase an autographed Nascar collage for $129 will be eligible to win a trip for two to Daytona where they will sit trackside in the owner's pit box, take a Garage Tour on Nextel Cup Race Day and take home two customized Target pit-crew fire suits.
A black Maserati Quattroporte Sport GT awaits the winner among those who purchase a 14-piece Bialetti Monaco cook set for $55.
Patricia Edwards, retail analyst with Wentworth, Hauser & Violich in Seattle, tells Marketing Daily that, which she was flummoxed by the news of Target's holiday marketing strategy, it is a "cool idea" and one that no other retailer had come up with.
Consumers have been trading down, Edwards notes, putting department stores under a lot of pressure, "which is good for Target. But people still want to buy the good stuff, and this is a way to combine both. My father's a huge Nascar fan. If I could take him to Daytona, well, he'd think that was pretty good."
She likened the strategy to a lottery, adding that it gives the holiday shopper "a sense of adventure. It's really innovative, and it will stand out. I hope the economy is such that it works for them."