Carol Spieckerman, president of the Newmarketbuilders consulting firm, said Bullseye University feels more like a digital experiment than a coherent marketing campaign aimed at college students. “It feels a little disjointed,” she said. “Retailers are running lots and lots of experiments at the same time in their stores. What Target has done is to take this multi-testing approach and apply it to digital, which gives Target much more flexibility but also makes it much more risky.”
According to a report by Barkley, a marketing agency, and Boston Consulting Group, about 70 percent of millennials say they feel more excited about doing something if “my friends agree with what I want to do.”
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“Once they’ve done their research — which includes consulting with friends and family for advice, both in person and through texting and social sites — they have a high degree of confidence in the decisions they’ve made,” the report said.
That’s why Target recruited millennials with large YouTube followings, like gamer Brooke “Dodger” Leigh and actor-musician Chester See, to live in special cube-like dorm rooms constructed on a dollhouse-like outdoor set in Los Angeles. In addition to interacting with followers on Twitter, the celebrities make an occasional plug for the Target products adorning their rooms.
“Everything you see here you can buy at Target,” said Rahat, a young magician best known for a YouTube video that pranked fast-food workers with a ghost-driven car. “They are super eccentric, cool, and hip.”
Pointing to the microwave oven, he said, “Look, I just made mac and cheese!”
©2013 Star Tribune (Minneapolis)
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