Retailers get creative with back-to-school campaigns

Retailers are getting edgier and more innovative with campaigns for the all-important back-to-school season, and making greater use of social media tools to draw in their target audiences. Target’s “Bullseye University Digital Experience” live-streamed four days in the dorm life of five new college students, Macy’s will offer teens the chance to Facebook chat with “Pretty Little Liars” stars, and Office Depot has joined with the band One Direction to add an anti-bullying message to its back-to-school promotion. Full Story.