FEED USA + Target launch party

Launch parties are one of my favorite events to plan.  The opportunity to thread a theme through and grow awareness for a product and brand through attendees, influencers and social media venues is enormous.  It is incredibly exciting to launch a new concept to an influential audience and watch it take off from there.  I came across this event via BizBash and thought the attention to detail, and social media aspect was incredibly well executed.

Last week Target hosted a party in Brooklyn New York for it’s collaboration with FEED USA which will launch in stores on Sunday.  FEED USA  is an organization that works to improve school food all across America as well as funding free school meals for hungry children who do not have access to basic nutrition.  This is done by selling FEED made products which raise funds for the initiative. The organization was founded by Lauren Bush Lauren.

On June 30th,  the FEED U.S.A. for Target collection will launch in-stores to benefit the cause, with clothing, stationery and home accessories.

Last week 500 lucky guests were hosted at a rustic all-American themed dinner party to launch this exciting collaboration under the Brooklyn Bridge, in the Brooklyn Bridge park as well as the Tobacco warehouse which is is a 25,000 square foot open air venue.  The rustic Americana theme was chosen as it represents the American spirit of the collection {love it!}.

The goal of the event was to raise awareness through social media and buzz for the collection, collaboration and overall FEED USA initiative and through the execution of event and use of the hashtags, they reached 16million people.  There are a lot of great details here, so be prepared to be inspired!

All photography by: Nilaya Sabnis


Notice the “handcrafted” touches {furniture, arches and store made of  wooden palettes}.  A custom pop-up shop was built for the event, giving guests an opportunity to pre-shop the collection.  All proceeds benefited Feeding America.

The napkins were actually customized bandanas with event details, and the backs of the menus encouraged guests to start sharing photos from the evening.  This is actually a growing trend for all events, including weddings.  Creating hashtags and encouraging guests to use them for easy photo tracking post-party.

This live wall back drop is super-cool.  It essentially tracked the social media reach as the night progressed and showed the data.  Philip Phillips {American-Idol winner} performed for the lucky guests.

Great Performances catering created a casual laid-back family style menu with an emphasis on locally sourced ingredients.  They are the only caterers in NY who operate their own organic farm {how fabulous is that?}.  Guests grazed on grilled tile fish, vegan lasagna, and leg of lamb, and dessert came from local bakeries in Brooklyn including One Girl Cookies and CakeBites NYC.

The walkway was lined with luminaries branded with the events hashtag #FEEDUSA.

Well done wouldn’t you agree?  And in a few days Target stores will unveil the collection to consumers everywhere to help in the initiative of feeding children faced with hunger.  It’s pretty amazing for the team at FEED to have this large collaboration with Target, and I have no doubt it will not only help them raise funds but also enormous awareness for their admirable cause.  You can find full story coverage and more photos, here.

have a great day and stay inspired,
~Emmanuelle
Xo

About Emmanuelle

Event Planning & Public Relations in the Boston Area specializing in fashion, beauty, textiles & consumer goods.
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