Target Back to College | Bullseye University Live

The Challenge:
Change perception of Target from mom’s go-to, to a hip spot where students can find everything they need for back-to-college essentials.

The Idea:
We designed a multi-story Bullseye University dormitory, and set up the experience on the UCLA campus for four days (July 15-18, 2013). Once each room was “curated” with Target décor and merchandise, five of YouTube’s most popular video personalities moved in. We live-streamed the roomies 24 hours a day on bullseyeuniversity.com as they whiled away the four days in their dorm rooms that were 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 directly from the experience.

My Role:
Led brand and social strategy for the digital experience in partnership with lead creative agency Deutsch LA; Led on-site digital content creation and oversight during the four-day livestream activation.