Target aims omni-channel campaign at college kids

Minneapolis -- Target is making a concerted effort to pick up business from college students with a multifaceted omni-channel marketing campaign. At the center of the campaign is the Bullseye University Digital Experience, a new live online experience featuring popular YouTube personalities in a digital dorm. From July 15-18, college kids will be able to shop products from the digital dorm rooms, interact with the YouTube personalities, enter to win prizes and participate in live-streamed events such as concerts and workout sessions.

An online tool called uStyler will let college kids design virtual dorm rooms they can share on Facebook, Twitter and Pinterest, and an online and mobile checklist tool will help students organize and share shopping lists and receive personalized product recommendations.

Other features include free-standing, glass-enclosed “live dorm rooms” Target will install at five campuses in August and September. The live dorm rooms will be occupied by a student, furnished with Target merchandise and also be linked to social media and online contests and coupons. In addition, Target will host private, after-hours shopping events for incoming freshmen at select colleges and universities across the country on select dates in August and September, with announcements made on Facebook.

“Target knows that back-to-school shopping is a busy time for parents and students,” said Rick Gomez, senior VP marketing, Target. “To make the shopping experience as fun and easy as possible, Target tailors our assortment and our resources to help students choose products that show their personal style, and have the quality and value guests expect from Target.”

For younger students, from August 7 to 12 Target will invite parents to share pictures of their kids on Instagram using the hashtag #KidsGotStyle and tagging @Target. During that week, Target will create customized looks featuring colors, items and supplies inspired by select photos received.


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