Target's BTS includes new app, YouTube campaign

Target (NYSE:TGT) is introducing a new mobile app and a YouTube back-to-school campaign to increase focus on millennial shoppers.

In a Snap, the retailer's latest mobile app, allows shoppers to bookmark products from the pages of magazines and printed ads without having to scan codes or look up links for products online or in-store. Using the camera on a mobile device, In a Snap recognizes select ads, makes a "snap" sound, and then provides additional information about the product in the ad. The goal is to make purchasing easier by creating bookmarks in a snap.

The new app is part of Target's continuing foray into omnichannel —all in the name of capturing digital-savvy millennial shoppers. And while Target has gotten critical acclaim for its Cartwheel mobile app that delivers discounts and deals, younger shoppers have proven more elusive. Recent initiatives to market to millennials are meant to help make up for lost time. 

The app launched this month and will work with Target's back-to-college catalog and store signage in the new Target Express, opening later this week in Minneapolis.

"In a Snap was conceived by Target's marketing team and built in concert with Target's Rapid Accelerated Development (RAD) technology team," Target reported on its A Bullseye View blog. "Depending on guest feedback and results from initial tests, Target will consider using In a Snap with more ad campaigns in the future. So our bet is you should be on the lookout for the app's snappy logo coming your way soon!"

Also launching this week is Target's YouTube video series, "Best Year Ever," as part of the company's back to college campaign. The campaign teams up Veronica Valencia, founder of Design Hunter L.A., with four YouTube stars. Each YouTuber will team up with a real college student for a room makeover. The four-episode series will debut throughout July and August on participating YouTuber pages as well as Target's YouTube channel.

"Target caters to college students who are creating and designing their own space for the first time," said Rick Gomez, senior VP of marketing, Target. "We have the right products at great prices, and our video series is full of entertaining inspiration and ideas for stylish, small-space living."

* An earlier version of this story appeared in FierceMobileRetail's sister publication FierceRetail.

For more:
-See this A Bullseye View blog entry
-See this Target press release

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