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At the heart of three universities, students unite at Target’s pop-up union.

To reinforce how Target seamlessly fits into college student’s lives, we created a back-to-college Target Union called “Made For U.” In the process, we gave everyone 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, centered around “Target’s Ultimate College Dorm Room.”

Food. Shelter. Clothing. Technology. Entertainment. The essentials of any decent higher education.

Google. Snapchat. Sonos. Axe. Sally Hansen. Advanced classes in creating effective partnerships.

What student wouldn’t jump for joy in a dorm room like this?

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. A valuable education for Target, too, as you might imagine.

093 %
93% of participants would pass along their Target love to a friend.

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