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!