Dive Summary:

• Target has begun a campaign utilizing well-known Youtube personalities to promote the brands products in a dorm room-style movie set which will stream live, enabling consumers to purchase items they see on-screen.
• The company will also feature “Live Dorm Rooms” occupied by college-age workers in a glass enclosed dorm room furnished by the company at Texas A&M University.
• “We want to reach college students in the digital space, which is where they are,” she says. “It’s important that we find ways to make Target relevant to them,” says a spokeswoman for the company.

From the article:

Students can visit the Live Dorm Room to win prizes and browse the products featured in the room. They can also scan QR codes on the products to buy them online via their mobile devices. QR, or Quick Response, codes are two-dimensional bar codes that consumers scan with a mobile device to link to web sites for such information as product details or promotional information.