A Live Shoppable Experience – Target Style

Target is at it again finding ways to use emerging media in its marketing strategies. I have to hand it to them, this company finds excellent out-of-the box methods to target consumers and attract social media attention.

With the back-to-school season just around the corner, Target has stepped up its digital marketing tactics to include a live shoppable experience for consumers – target audience: college students.

Today, Target introduced “Bullseye University,” a four-day college dorm experience that is a live-streaming, shoppable event. The idea behind it? To help you find the perfect dorm room décor!

Here is the Bullseye University promotional video:

The experience features five popular YouTube stars living “Real World” style in Target-designed dorm rooms and lounge area (Target Lounge) from  live-streamed 24 hours a day from July 15-18. The “roommates”— Chester See, Meekakitty, Magic of Rahat, Brooke “Dodger” Leigh, Clothes Encounters (Jenn Im)—will all participate in the event.

Target used the YouTube personalities to promote the experience in advance; here is a clip of Jenn Im talking about her upcoming debut at Bullseye University:

Viewers will have the opportunity to go online and interact with the roommates, participate in daily interactive experiences, shop back-to-college products featured in the dorm rooms and win prizes (more than 400 prize packs will be given away!). Each day will feature a new experience in the Bullseye University student lounge, such as a workout class, magic show, dance party or concert. 

Oh yeah! Did I mention that shoppers who want to but any of the products can click on them and purchase them directly from the site? Innovative? I’d say so. I encourage your to check it all out at bullseyeuniversity.com.

The live shoppable experience isn’t the only thing Target is up to this school year. Advertising Age reports that Target will also expand its presence on campus with five Live Dorm Rooms, located at Texas A&M, Auburn, Georgia State, George Mason and UCLA. The pop-up spaces will be occupied by a student ambassador and fully furnished with Target products featuring QR codes for online shopping. Target After Hours, a longstanding event that buses freshman to a local store after hours, will also be held at 100 campuses.

What do you think? Do you think these are good ways for Target to showcase their products to college students? I welcome your comments below!

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3 thoughts on “A Live Shoppable Experience – Target Style

  1. So Target has never been a store that I’ve shopped at. I can count on one hand the amount of times I’ve been in a Target (and yet there is one 10 minutes from me!) Being the creature of habit that I am, I just always head to Walmart.

    However, your post is AWESOME! I know if I was at the age where I was going to college, i would have been all about this. The interactive feature where you can click the item and buy it is fantastic. The easier they make it, the more interest it will generate. I’ve never paid much attention to Target’s advertising, but this is going to make me start keeping an eye on them.

  2. I love this idea! I always look forward to “Back-To-School” time even if I am not the typical student. This always seems like the time to redecorate or get the hottest new office items. For actually kids going to college for the first time, this is a great way to show the potential of a dorm room. I think often college students believe that dorms can’t have the personality of our rooms at home but that isn’t true.

    Target did a great job of making this experience enjoyable and easy for viewers to go from prospect to consumer. The only thing I do have to criticize is the size of their dorm rooms. One of my initial thoughts was, what campus is this? I wish I was there because my dorm was no where that big. This could cause some issues if students thought they could fit more into their dorm rooms than they actually can. Overall great campaign and thanks for sharing.

    Kaitlin
    Visti my blog at ktlnrose.wordpress.com.

    • Great point about the size of the dorm rooms.I have followed the campaign each day as it progressed. I was curious to see what articles were written about it and interestingly enough not everyone liked it. One article compared to the promotion to watching hamsters in a cage. Interesting comparison. Please share your thoughts!

      I will be curious to see if Target attempts another campaign like this in the future and what the sales results were from the live-streamed event.

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