Here’s a college "scholarship" you probably wish you had at school: one offering enough flip-flops for you and all the people with whom you shared dorm bathrooms. It’s all part of a new back-to-school Target promotion providing a lot of the essentials in student life: beanbag chairs, blenders, microwaves and grills, and that staple of university diets, cereal.
As Target’s relationship with Wieden + Kennedy winds down, the Portland agency created a new pitch that invites students to enter three separate rounds of competitions to win one of the 16 ‘Target Stuff Scholarships’ which offer everything from an electric toothbrush and year’s supply of toothpaste to dorm furnishings and cooking gear to a printer, paper and four years’ worth of ink.
This week, students were invited to select a scholarship and participate in a video interview with a panel of funny, odd professors, one of whom looks like a younger Dan Wieden. Students are then supposed to share the interview through their social media channels to drum up votes from friends and family. At the end of the three rounds, the five videos with the most votes are reviewed by Target judges to determine a winner.
The marketing effort is largely online and social although there are a couple of TV spots airing for a week during Jimmy Kimmel Live. Since the effort’s launch on July 15th, there have been more than 700 video submissions. The campaign runs through Sept. 12.
In January, Target surprised the agency world when it parted ways with W+K, a longtime partner that produced well-regarded work.