Students going to college need stuff. Target provides a lot of the essentials in student life. Our task: get college students to consider Target for their back-to-college shopping. Our approach: present students with an engaging and creative digital experience delivered via a new and entertaining interview format, as a Facebook App. Each user who completes one of 16 scholarships is given an opportunity to submit their video to a gallery where visitors can vote on their video. Whoever has the most votes for each scholarship wins a year's worth of Target's college 'stuff'.

Published
November 2012
Topics

The Story

Students going to college need stuff. Target provides a lot of the essentials in student life. Our task: get college students to consider Target for their back-to-college shopping. Our approach: present students with an engaging and creative digital experience delivered via a new and entertaining interview format, as a Facebook App. Each user who completes one of 16 scholarships is given an opportunity to submit their video to a gallery where visitors can vote on their video. Whoever has the most votes for each scholarship wins a year's worth of Target's college 'stuff'.

Target Stuff Scholarships lives as a Facebook app. To create the feel of a live interview, 300 live-action clips were shot and then fed into an extensive database, where a system of logic determines how interviews will respond dynamically to each user. Though controlled by a computer, the interviews are conducted smoothly, logically, and comically – so much so that applicants react to the interviewers as though they are actual people speaking to them in real time. An advanced server side solution took care of recording, storing and playing back interviews across desktop and mobile devices.

The Technology

  •  

    Social

    Facebook

    Facebook Apps

  •  

    Video

    Video

The Results

The project shows how to create an interview situation online that feels live and based in the real-world. The result is an engaging, entertaining, often absurd and totally immersive online experience that offers users real-world rewards. In the process, students generated some very compelling and original content. The digital component of the Back to College campaign showcases the retailer’s diverse range of products in an engaging manner on the target audience’s platform of choice, with hundred thousands of views, tens of thousands of participants and fascinated reviews in unpaid media.

300

live action clips

Launch Date July 15, 2012