Where is the one place on campus that connects all aspects of student life? At three select universities, that place was the Target Union. We reimagined this college centerpiece and brought it to the heart of campus to enable shopping, socializing and shared experiences designed to seamlessly fit into students’ lives. It was Target on their terms, and engagement was off the charts.
This experience-driven approach delivered on the ease, participation and inspiration millennials desire, launching a brand relationship built to last well past graduation.
Using RFID technology, we tracked student participation at the Target Union. Trend-forward wearable bracelets distributed to students were scanned with each visit, providing data on event attendance, which activities students engaged with and repeat visits.