Target's digital effort aimed at college crowd

MINNEAPOLIS — Target is aiming its latest digital marketing campaign at college students and their families just in time for the back-to-school season.

Called the Bullseye University Digital Experience, the multichannel marketing effort 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 stud