Target Pop-Ups on Campuses with Personalized Interactions
To take advantage of Back to College season (an opportunity to connect with Millennials during a key life-stage transition) and change the perception of it being a “Mom’s store,” Target launched two-day pop-up experiences at University of Arizona, University of Maryland and University of Iowa. The Target Union pop-up reinvented itself daily with changing partner brand activations and boasted technological integrations that spoke to this digitally savvy audience.
Customization was at the heart of it. The pop-up had four LED walls displaying 30 hours of original content, some of it university-branded per campus. RFID wristbands (with eight designs students could choose from) tracked where and when students checked in each day. Students could choose the music playing inside via a live demo of the smartphone-enabled Sonos technology. There was also a 270-degree photo activation inside a Target-styled dorm room—photos taken then rotated on one of the screens inside to further personalize the experience.
iPads secured to tables in a pergola area allowed students to swipe or auto-scroll through event messaging and Target offerings. A custom Target Snapchat filter created for each campus, fueled by #TargetUnion messaging, was promoted to encourage social sharing. All the customization and personalization paid off, as the program received a 92 percent positive impression rate of the Target brand from survey responses afterward. Bull’s eye.