Target Drives On-Campus Buzz with QR Code Badges - Event Marketer

Target Drives On-Campus Buzz with QR Code Badges

DB_Target_2013 ETA
Brand: TARGET
Agency: PERISCOPE
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-C)
Year: 2013

To increase engagement at its Back to College After-Hours Shopping events, which targets college students across 68 American universities, Target this year added the Bullseye Badge, a QR-code driven program. Arriving on campus during welcome week, students were greeted with an on-campus promotion offering free product samples, a dj, a personalized invite to the after-hours shopping event and an introduction to Bullseye Badge.

The badge, a unique QR code for each school designed to complement the campaign logo, was present on multiple communications pieces, including the event invite. By scanning the badge, students accessed content delivered through an app-like mobile experience. The landing page greeted them with an option to play a video to introduce the badge program, including what, how and why to use it. Students could then swipe through additional content including event offers, must-have checklists, bus stop locations for transportation to the shopping event, social sharing links and an event countdown clock.

At the after-hours shopping event, students could tweet a song request to the dj, engage in a shopping scavenger hunt via ShopKick, post and tag photos through Instagram, Twitter and Facebook, and keep track of all the free samples available to them. After the event concluded, a scan of the badge again produced new content, including a survey, information about loyalty reward programs, a map back to the store, social sharing links and free downloads such as phone wallpapers.

The Bullseye Badge drove nearly 4,000 survey participants, allowing the brand to capture valuable information about student attendee preferences.

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