Target Back To College : Bullseye University

Bullseye University was a live experiential/digital/broadcast project. On the experiential side, Deutsch LA built 5 full scale dorm rooms surrounding one large common area. Each had 3 standard walls and a clear glass 4th wall that all faced forward, allowing foot traffic to the event to peer into the dorm rooms. The rooms were fully furnished with target back to college stuff, and the tenants were YouTube celebrities who were the appropriate college age.

On the digital end of things the entire event was live streamed 24 hours a day for 4 days. Users who landed on the site could select (directly on the live stream video) which room they wanted to peer into. Events, and contest in the common room we broadcast as well. The entire live experiences was complimented by U-Packs, small giveaways that occurred every few minutes to coincide with live events. Users could select the U-Packs they were interested in to sign up for email updates that would ping them to let them know their giveaway was approaching. Users who were on the site when the U-Pack became available had a chance to win the prize.