Daily Insights

Maxxing Out on Instagram

By: Alizah Asif Farooqi | Mar 08, 2019

TJ Maxx is tackling all the trends in its newest promotion. The retailer is launching an interactive pop-up that asks participants to guess the cost of various clothing items; correct guessers score the entire lot of products. The game can be played in person or via Instagram as part of the department store’s new campaign, #Maxximizing.

But with the proliferation of pop-ups, will the tactic be enough to get TJ Maxx noticed?

In the past, TJ Maxx has made efforts to gain visibility and catch the consumer’s eye in playful ways, as observed in Gartner L2’s Digital IQ Index: Department Stores. For example, the retailer hides some of its juicier designer names (Valentino, Stuart Weitzman, etc.) on product grid pages. Browsers can click on a button under the product image that reads “Reveal Designer” to find out who made the item. The brand has also played up its “treasure hunt” appeal that comes from offering designer goods at affordable prices.

For its latest initiative, TJ Maxx weaves in both these points of interest via the guessing aspect of the game. The brand also hops aboard the pop-up trend train, as the retailer plans to park its game pods in pop-up settings across multiple cities. Finally, the promotion takes advantage of the popularity of influencers by asking ambassadors with large, niche-y social followings to curate the new lines. Instagram contests, which went viral with the infamous Red Swimsuit Giveaway, also play a role as a major trend being leveraged, as participants can post their guesses to Instagram for a chance to win even if they aren’t able to stop by the pop-up in person.

The #Maxximizing game serves as a good example of how to tie together trends in a way that encourages social media interaction and spreads TJ Max’s brand message efficiently. For brands looking to rustle up consumer interest, integrating a game into a pop-up is an easy way to stand out from the crowd and maintain a more authentic appeal.