Urban Outfitters, HGTV debut dorm makeover contest on Pinterest
A leading apparel retailer popular among Gen Z and millennials is partnering with a home improvement channel to launch a dorm room makeover contest.
Urban Outfitters and HGTV are hosting the Dream Dorm Makeover Contest, which is part of UO Haul – Urban Outfitters’ 360-degree campaign made to “inspire student style, energize small spaces, and celebrate individuality” during the back-to-school season.
From July 9 through Aug. 9, students are invited to curate a Pinterest board that captures their vision for a dream dorm, which "reflects their personal style, supports their daily routines, and feels like home from day one." One winner will receive a dream dorm makeover by an HGTV designer, complete with Urban Outfitters décor and a $5,000 cash prize to put toward their back-to-school needs.
Students can enter by following both @urbanoutfitters and @hgtv on Instagram and Pinterest, creating a Pinterest board titled “UO x HGTV Dream Dorm,” and adding at least 10 pins from the UO x HGTV co-curated board.
Urban Outfitters says the content aims to reach Gen Z students, supportive parents of college-bound kids, and millennials looking to revamp their small spaces.
“This contest is about more than designing a dorm room. It’s about helping students define their space and sense of self during a time of major transition,” said Cyntia Leo, head of brand marketing at Urban Outfitters. “A dorm isn’t just where you study or sleep. It’s where your style evolves, friendships form, and a new chapter begins. We’re proud to partner with the team at HGTV to be part of that journey.”
The winner will be selected in late July, and the makeover will be brought to life in August with a social-first content series that follows the Dream Dorm Makeover in action. As part of the partnership, HGTV will publish an exclusive editorial feature on HGTV.com with styling tips for small spaces and a roundup of Urban Outfitters favorites for students.
[READ MORE: Urban Outfitters targets Gen Z with back-to-college pop-ups, contests]
"At the heart of HGTV is the creation of beautiful, livable spaces for all walks of life," said Lauren Burack, senior VP of marketing, Food Network & HGTV. "By partnering with Urban Outfitters for their Dream Dorm Makeover Contest, we're aligning our shared passion for home and inspiring young people to discover their personal design vision. Together, an HGTV designer and Urban Outfitters' dorm-friendly lineup of products will give a lucky student a perfect 'home away from home' that reflects their individual style."
Founded in 1970, Urban Outfitters operates more than 200 stores across the United States, Canada and Europe.
