Target does digital for back-to-college promo

Target is leaving no digital stone unturned this year as its looks engage with shoppers in the lucrative back-to-college market.

The company has teamed up with four popular YouTube stars and Veronica Valencia, founder of Design Hunter L.A., on a video series called the “Best Year Ever.” Said to be a marriage of reality TV and design challenge, the series will provide tips and tricks that college students can use while designing their own dorm or off-campus spaces. YouTube personalities Todrick Hall, Mikey Bolts, Tiffany Garcia and Ann Le will each host a four-episode series that follows a real college student as they prepare for campus living. Veronica Valencia will make over each room and provide design solutions. The series will debut throughout July and August on each YouTube star’s page and on Target’s YouTube channel.

“Target caters to college students who are creating and designing their own space for the first time,” said Target SVP of marketing Rick Gomez. “We have the right products at great prices, and our video series is full of entertaining inspiration and ideas for stylish, small-space living.”

In addition to the video series, Target is employing other digital tactics such as a college registry service, Target Subscriptions and a back-to-college catalog that’s shoppable with Target’s new “In a Snap” app.

The app is one of those new breed of image-recognition apps that enables students and families to quickly scan, select and purchase items featured in the catalog with just a few clicks. The college registry allows students to create lists of things they need and want and then share the list with family and friends. The other new digital wrinkle this year is Target Subscriptions which the company bills as a modern day twist on the college care package. Customers can order everyday essentials from Target.com and have them delivered on a recurring schedule to the student’s dorm or apartment. Target Subscriptions include more than 3,000 products. The service is free and customers who take advantage of Target Subscriptions will receive 5% off all purchases and free shipping for subscription orders.