We made a case study of a “maker strategy” to test one of Target's millennial strategies.
Our makers were creative undergraduates of a large top ten film school, Florida State University, who we partnered with to put on a student film festival in a unique indoor/outdoor event space with three screening rooms that could showcase Target products in fun ways.
Our social campaign involved giving way Target Gift cards for 6-second movie trailers, a photo booth that posted to social channels, and film voting.