Owning the Back-to-College Moment
Back-to-college shopping is a milestone, not just a checklist. We repositioned Target as the destination for outfitting dorm life by creating a campaign that turned everyday shopping into an interactive experience. Anchored by a sweepstakes microsite and game, the platform rewarded participation with major prize opportunities, Target GiftCards, and offers on dorm essentials from Kimberly-Clark, Unilever, The Clorox Company, and Energizer Holdings—building excitement around the season while reinforcing Target as the first stop for college living.
Designed for Instant Engagement
The experience was designed around speed, clarity, and engagement. A restrained neutral palette allowed Target’s signature red and a bold yellow call-to-action to command attention, creating clear visual hierarchy and guiding users effortlessly through the experience. Clean, intuitive interactions reduced friction, while the mobile-first game delivered instant savings and rewards, turning everyday shopping into a fast, playful brand moment.
