Target's Campus Events Feature Stylists and Gaming - Event Marketer

Target’s Campus Events Feature Stylists and Gaming

DB_Gold_Target_2010 Ex
Brand: TARGET
Agency: PERISCOPE
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2010

Building a relationship with future consumers during meaningful times in their lives can hook them for good. Target did just that with its Back to College campaign, which not only drove sales, but also strengthened its connection to first-year college students.

New to the program in 2009, Target added beauty and fashion stations manned by celebrity designers and stylists who provided the latest trends and tips for students. DJ Hero and Guitar Hero gaming stations were also added as well as a tailgate party that greeted students with music, food and games as they arrived. But the experience began way before students stepped foot inside Target stores—they received save-the-dates by brand ambassadors during orientation promoting Target’s exclusive extended hours and providing them with free roundtrip bus transportation. On each campus. the brand also created a teaser experience to give students a taste of what was to come with games, live music and Coke Zero samples. The message also spread on Facebook and included a text-to-win prize offer for an Xbox 360 and other prizes.

More than 70,000 students attended the shopping events, doubling its 2008 turnout. The stores also saw an average six percent sales increase. Now that’s on target!

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