TARGET UNION
experiential design
To reinforce how Target seamlessly fits into college student’s lives, we created a back-to-college Target Union that crossed the country stopping at select Universities. In the process, we gave students an education on building loyalty through brand experiences. As a reimagined college centerpiece, The Made For U Target Union combined shopping, socializing and shared experiences. The Union was enhanced by sponsored partnerships with Google, Snapchat, Sonos, Axe, Sally Hansen, and more.
RFID (Radio Frequency Identification) bracelets, designed as cool, branded, premiums, served as passes for students to participate in any aspect of the experience. They also served as tracking devices that allowed us to measure, in great detail, who was interacting with what events and brands, and how many repeat visits individual students made.
93% of participants would pass along their Target love to a friend.
