Best Back To School Campaigns, Part II: Target’s Social Checklist

On Wednesday, I kicked off my series on the best Back to School marketing campaigns of 2010.  I sought out campaigns that are innovative, fun and helpful, both to the shopper and the community at large.  In Part II of the series, I will highlight Target’s innovative and extremely useful “Roomates” Facebook app.

Target is a popular destination for college students stocking up on dorm necessities.  To help ensure these coeds get everything they need, Target has developed an interactive checklist accessible via Facebook.  The checklist has three options (“buy,” “have” and “pass”), and includes links to purchase specific products on Target.com.

The best part about this campaign, however, is the roommates option.  This part of the app allows students to share their list with their roommate(s), helping ensure that one suite will not wind up with four vacuums and only one lamp.  The app also features messaging, calendars, and even a bill splitter – definitely something I wish I had in college.

Once the checklist is complete, students can select the print option and bring the list along on their shopping trip.  The checklist is even available on Target.com in a more traditional PDF format.  All in all, this campaign is a helpful tool for college students, as well as an ingenious way to show off the megastore’s seemingly innumerable product offerings.

Stop by our blog on Monday for the conclusion of this series, in which I discuss two innovative and cost-effective alternatives to the traditional college bookstore.

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