Target has an innovative way for parents to scout the best trick-or-treat spots: a mobile site called Treatster that uses Google Maps' API to show which houses have the best Halloween spirit.
The site, created with 360i, allows parents to up-vote the best areas by tagging their locations as a "treat." The more "treats" a location has, the larger its pumpkin will appear. Kristi Argyilan, senior VP-media, guest engagement and measurement at Target, said the site is about the joy and excitement of Halloween and "allowing guests to engage in [the] holiday in the way that they naturally would. ... They're tweeting, and they're posting on Facebook. [The mobile site] is really about delighting kids and family when they go trick or treating."
The mobile site won't use specific addresses, and people can't get a "street view" on the mobile site. And there's no up-voting the same house multiple times -- pumpkin votes have to be earned the old-fashioned way (through superior candy offerings and dedicated spooky decor) one vote at a time.
Read more about Target's Halloween efforts on Ad Age.