Target Bullseye University Live Reaches Thousands
Target used an enormous pop-up to push content to a national four-day digital event—then pulled that action from the cloud back to the ground with hyperlocal activations on college campuses. Oh, and in the process, this puppy scored the 2014 Grand Ex.
Using the power of the digital, Target used content from a pop-up dorm room to reach students across the country—then bounced the experience back to the ground with face-to-face activations on college campuses.
The objective was clear: change perceptions of the chain from mom’s go-to to a hip spot where students can find everything they need for back-to-college essentials. A multi-story Bullseye University Live dormitory experience was designed, built and set up on the UCLA campus July 15-18. Once each room was “curated” with Target décor and merchandise, five of YouTube’s most popular video personalities moved in. The retailer live-streamed the roomies 24 hours a day on bullseyeuniversity.com as they whiled away the four days in those dorm rooms filled floor-to-ceiling with Target merchandise. By scrolling over products, online viewers activated pop-up boxes with additional information and links to instantly purchase them.
A month later, the national digital experience went hyperlocal. To sustain the message that Target was the one-stop shop for back-to-college essentials, two-day Bullseye University Live pop-up dorm rooms were set up during “move-in week” at five campuses. To best showcase the back-to-college products and practical dorm room solutions Target provided, a dorm room “resident” ate, lived and played in the structure for 48 hours while thousands of students on each campus came by the footprint. A key asset was a 70-inch, motion-sensor touchscreen that allowed students to interact with the dorm room. At each campus, the two-day program featured activities and content tied to Target in-house-owned brands and 10 brand partners.The dorm room itself was filled with merchandise. Students could check out the items and then visit a QR code shopping wall to purchase items directly from their phones. And the retailer had shuttle buses running students to the nearest Target store.
During the streaming event, students across the country tuned in for an average of 11 minutes (or 17 years of opt-in time). The event generated 76 million Twitter impressions. The campus activation reached more than 144,000 students and parents, handed out more than 200,000 partner samples and transported hundreds of students to Target stores. Bullseye.