Target had a relevance problem with college students during Back to College—a moment dominated by checklists, not inspiration.

To grow, we had to earn it by showing up authentically.

So we created Bullseye University LIVE. A 24/7, live-streamed dorm experience built around real students and YouTube creators. Living with the products, they turned everyday moments into content that felt natural, relatable, and worth watching.

At the center, a live “quad” anchored a 96-hour run of show—continuous programming, demos, how-tos, game shows, concerts, and brand integrations, all happening in real time.

More than entertainment, it became a crash course in dorm living—where students could learn, ask questions, and engage directly through social in real time.

Every room functioned as a living, shoppable catalog—where content and commerce happened simultaneously, and inspiration led directly to action.

Students didn’t just watch, they stayed, explored, and shopped.
Visitors spent an average of 11+ minutes in the experience, generating 17 years of total viewing time—while featured products saw sales lift of over 40% during the event.

Grand EX & Best in Show at Event Marketer EX Awards