The initiative: Urban Outfitters is teaming with HGTV to launch the “Dream Dorm Makeover Contest,” which invites students to create a Pinterest board that captures their vision for a dorm that reflects their personal style, supports their daily routines, and feels like home.

The details: Running through August 9, the contest will award one winner a dorm room makeover by an HGTV designer, complete with Urban Outfitters décor and a $5,000 cash prize for back-to-school essentials.

• The makeover will take place in August and be featured in a social-first content series featuring behind-the-scenes looks at the transformation and a final reveal.
• HGTV will also publish an exclusive editorial feature on HGTV.com with styling tips for small spaces and a curated list of Urban Outfitters student must-haves.

Our take: The campaign is designed to help Urban Outfitters connect with Gen Z students and their parents, as well as millennials seeking creative ways to revamp small spaces.