Campaign

Target Stuff Scholarships

the rundown

Students headed 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 that employs with a new and entertaining interview format, as a Facebook App. Each user that 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 years worth of Target’s college 'stuff'.

The Building Blocks

“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.

Social
Facebook
Facebook Apps
Video
Video

The Votes

The Details

Agency

Brand

Target

Targeted Regions

North America

Marketing Objective

Launch Date

July 15, 2012

The Team

Wieden+Kennedy www.wk.com
Rob Thompson, Creative Director
Don Shelford, Creative Director
Matt ORourke, Creative Director
Dan Kroeger, Copywriter
J Smith, Copywriter
Johan Arlig, Art Director
Kat Kim Ryan Bolls, Executive Interactive Producer
Ben Oh, Senior Interactive Producer
Andres Murrillo, Broadcast Producer
Billy McDermott, Creative Technologist
Jake Doran, UX Lead
Brent Marcus, Digital Strategy
Jan Libby, Community Manager
Trish Adams, Account Team
Brett Corrick, Account Team
Jaime Komitor, Account Team
Ellen Kong, Account Team
Henry Lambert, Planner
Kumar Kanagasabapathy, Communications Strategist
Eugene Krasnopolsky, Measurement Strategy
Chris Kwon, Project Manager
Mark Fitzloff, Executive Creative Director
Susan Hoffman, Executive Creative Director
Pierre Wendling, Director of Interactive Production
Ben Grylewicz, Agency Executive Producer
Unit9 www.unit9.com/
Michael Sugarman, Live Action and Interactive Director
Jon Stopp, Executive Producer and Live Action Producer
Josh Smith, Senior Designer
Agata Jakubowska, Junior Designer
Sam Morris, Junior Designer
Gilles Boisselet, Technical Director
Maciej Zasada, Technical Lead
Michael Ho, UX Lead
Francesco Bernabei, unit9 Editor
Carmela Di Prinzio, Production Director
Alessandro Pula, Production Director
Roxanne Nazrudeen, Interactive Producer
Tomasz Sapinski, Developer
Tomasz Brunarski, Developer
Saul Hardman, Developer
Swann Knani, Developer
Anthony Boutet, Developer
Grzegorz Kedzierski, Developer
Patrick Arminio, Developer
Luisa Tatoli, Developer
Sam Brown, Developer
Piero Frescobaldi, Executive Creative Director
Bryan Farrar, Unit Post Production London
Rob Jury, Unit Post Production London
Roz Wilson, Editor
Simon Astbury, Audio Design
Thomas Pedoussaut, Senior System Administrator
Alex Finch, Colourist

The Stats

300 live action clips

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, ten thousands of participants and fascinated reviews in unpaid media.