Target Courts College Kids with Webisodes

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Target "Odds Against 7even Trailer"
College kids are returning to school this month, and retailer Target and Minneapolis agency Peterson Milla Hooks have put together a complete online entertainment package in a bid to get their attention.

The centerpiece of the campaign is a series of five webisodes, directed by Hungry Man's Scott Vincent, called Odds Against 7even (see Throughout the series, we follow seven students as they try to find the perfect band to play at a kickoff party for the school year. That storyline, meanwhile, allows the campaign to branch out into music. Indie bands Bloc Party (who recorded the theme song for the series), 22-20s, British Sea Power and The Hold Steady not only provide music for Odds, they perform in the webisodes and appear as characters in the story. The site also includes podcasts of interviews with all the bands and exclusive tracks.

"The back to college audience is a particularly tough and savvy audience," the agency explains in a statement. "They know when they are being sold to versus being reached out to and we think you have to put yourself out there and let them find you. Create a way for them to be interested in what you're doing. By putting this campaign online and including bands college students are familiar with we hoped to give them something they can enjoy."

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