It’s nothing personal. It’s just that your static, plastic gift cards are so… dull.
As gift cards became mainstream, and many went online, it became harder than ever to produce a gift card that truly broke through the clutter. Yet, a year after Target blew our collective minds with the gift card that doubled as a digital camera, the retailer continues to stretch the definition of what a gift card can be.
This year, Target offered a wide range of quirky cards, including one that doubles as a remote control for a mouse go-kart (pictured to the right). You can scope out some of Target’s line of “WOW” gift cards online. (Unfortunately, they’re a bit inconvenient to locate, but click here and hit the 3 in the corner of the center window to view some demos).
The point: Just offering a branded gift card doesn’t cut it anymore. If you’re going to offer a branded gift card, it needs to be viewed as another integrated marketing touchpoint, and deserving of the same level of creativity as any other branding effort.
