Target launches digital marketing, pop-up 'dorm room' program for BTS season

Program includes 'Live Dorm Rooms' on college campuses, online room personalization, shopping features

MINNEAPOLIS — Target Corp. is launching a multichannel marketing effort aimed at college students and their families, the mass merchandise retailer said Thursday.

Target announced the Bullseye University Digital Experience, which features popular YouTube personalities in a life-size "dorm" and allows people to buy items from the "dorm" between Monday and next Thursday, and enter contests to win college gear.

The chain will also set up "Live Dorm Rooms" on five college campuses throughout August and September. The rooms are freestanding, glass-enclosed structures occupied by a student and furnished with products from Target. Students will have the opportunity to win products and other prizes through social media and receive coupon offers. Other features include uStyler, which allows students to design and personalize their dorm rooms, and a checklist available on Target's website and mobile app, as well as after-hours shopping events for incoming freshmen at several colleges throughout August and September, a program the chain has offered for 12 years.

"Target knows that back-to-school shopping is a busy time for parents and students," Target SVP marketing Rick Gomez said. "To make the shopping experience as fun and easy as possible, Target tailors our assortment and our resources to help students choose products that show their personal style and have the quality and value guests expect from Target."

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