Target’s Undercover Facebook Operation

Target has a team of “cool kids” called Target Rounders who earn points for talking about how cool Target is to their friends on Facebook. The quote below comes from a letter sent from Target to Rounder Rosie Siman before she decided to go public about the program after she grew uncomfortable with their tactics:

Target Update

Your mission: try not to let on in the Facebook group that you are a Rounder. We love your enthusiasm for the Rounders, and I know it can be hard not to want to sing it from the mountaintops (and the shower, and on the bus…). However, we want to get other members of the Facebook group excited about Target, too! And we don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group! So keep it like a secret!

I haven’t heard anything about this locally.

Be careful with aggressive Facebook marketing strategies. Does Target really need to run covert PR operations to get people to like them?

via Andy Sernovitz

14 thoughts on “Target’s Undercover Facebook Operation”

  1. Insecurity is sad, especially when it is corporate. I’ve always been disgusted with marketing to youth, but covert marketing to youth seems really slimy…and a classic situation that will backfire when people realize how they are being tooled by the machine.

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  5. Tremors has been doing this for years with P&G, and street teams are a dime a dozen in trying to earn viral youth cred, but as a Target FAN (I love their design knock-offs) it irks me that they’re being so subversive about this…it’s the whole WOMM gig gone mainstream/big box…creating a cynical culture where you can’t even have a sleepover with tweens without wondering if someone’s hawkin’ for a corporate brand.

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