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Shoppers are becoming harder to reach, and college students represent a particular challenge given their digital media habits. Target is approaching that challenge with a bold move called Bullseye University that combines reality-like streaming TV with a heavy dose of social opportunity. Read more about it in Thomas Lee’s Milwaukee Journal Sentinal article.
To us, this is a good illustration of just how far marketers will go to push the envelope to get their job done in today’s world. It also highlights a trend that's been bubbling to the surface across society in the past few years: the intentional blending of real and artificial experiences.
BMC POV: Expect more and more marketing to leverage the blending of real and artificial experiences in both digital and traditional media. The result of the blending will likely be a good way to drive purchases and sales in the short term, but only time will tell if it’s going to be effective in building the kind of long-term loyalty Target is seeking to initiate through this project.
Here are clips of two of the participants explaining how it works and what viewers will get:
- Ralph Lauren builds a media brand, not a website, to drive sales
- Social media vs. traditional online
- Millennial shoppers share what's important to them
- Blog: Building better connections with shoppers in the 21st century