Target / Bullseye University
Retailer builds big box dormitory for freshmen and live-streams from their rooms
With students set to head off to universities soon, Target is hoping to be front-of-mind for dorm decorators. To showcase its products, the superstore teamed up withDeutsch, LA to construct Bullseye University, a five-room dorm that was inhabited from 15-18 July. During that period, five people lived in the rooms which will be decorated with Target-sold products and were live-streamed over the web.
The streams will involve various events, ranging from advice on impressing college professors to dorm calisthenics. Viewers can also ask the participants questions in realtime, enter ongoing sweepstakes, or watch live music performances taking place at Bullseye U.
Most interestingly, the livestreams of each room will be fully shoppable; viewers can click on an item they like to access a pop up window with information about the product. Another quick click puts that product into the shoppers cart, without interrupting the streaming video.
Bullseye University coincides with the launch of Target's back-to-school television campaign, produced by 72andSunny.
This is an overt move by Target to reach its prime audience, according to senior VP of marketing Rick Gomez who describes digital as the 'cornerstone' of back-to-college marketing.
This is a neat sequel to Target's life-sized dollhouse installation in Grand Central Station where travellers could wander through the house to see some 3,000 products from Target's Threshold collection.
Target has built upon the dollhouse concept with Bullseye University, tapping into the digital lives of soon-to-be college students. Much like new homeowners, college students are presented with a blank canvas, and often rely on dorm décor to communicate personality. So showcasing five distinct personalities and their definitive Target styles will no doubt prompt freshmen to consider the retailer's products when moving into their new digs.
The digital aspect of the campaign could use a slight bit of work, however. We tried the clickable stream and found the product pop-ups a bit slow and buggy. Perhaps by including an option, superimposed layer identifying each item in the room, or building a more robust product selection module, Target could increase its conversion rate.
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