For building Apple-like buzz around a new product line. Last September, Target unveiled its exclusive 400-piece limited edition Missoni for Target line to greater demand than you’d expect on a typical Black Friday. It deftly stoked demand through chronicling the line’s every development on one of its Facebook pages to using a 25-foot robo doll dressed in head-to-toe Missoni named Marina to “blog” about the collection during Fashion Week. On the day of launch, Target’s website crashed several times throughout the day and hundreds of shoppers lined up at stores early in the morning the day that the limited offerings of bikes, luggage, clothes and housewares went on sale. Everything was gone within six hours.FCS
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