Holiday shopping just one big video game at Target
Facing a holiday shopping season in which consumers will be more digitally engaged than ever, Target is partnering with Google to introduce a new mobile experience aimed at driving traffic to its stores.
Bullseye’s Playground is a mobile game experience featuring Target’s bull terrier mascot Bullseye and other characters. In select Target stores, guests will have the opportunity to immerse themselves in Bullseye’s Playground using Google’s new Project Tango Development Tablet, which will transform the store into a 3D winter playground.
“Target and Google are creating a new kind of holiday magic with Bullseye’s Playground,” said Alan Wizemann, vice president of product, Target.com and mobile at Target. “With this partnership, we’re using cutting-edge mobile technology to elevate the in-store holiday experience to provide Target guests a glimpse into the future of retail – where mobile brings together virtual experiences and physical stores.”
Target guests can visit Target.com/Play on their mobile device to play six interactive games, including sledding, ice fishing, snowball fights and more. In-store signage will prompt guests to play and discover special codes throughout the store to unlock characters and new game levels.
For every game played with Bullseye’s Playground, Target will donate $1 to St. Jude Children’s Research Hospital – up to $1 million. In select Target stores, guests can be among the first to try out Google’s Project Tango Development Tablets to transform the store into a 3D winter playground. Guests will use the tablet screen to step into a winter wonderland that changes as they move around the store. Within the experience, guests will interact with characters like Bullseye and Zoomer Dino while they discover virtual activities like taking part in a snowball fight or playing a xylophone made out of icicles.
Target is the latest brand to partner with Google's Art Copy & Code program, which aims to reinvent digital advertising for iconic brands.
Target operates 1,934 stores – 1,801 in the United States and 133 in Canada – and at Target.com.