Target turns stores into mobile game for the holidays—with help from Google

Minneapolis - Target Corp. continues to invest in new mobile and digital investments to drive traffic. The retailer announced it is partnering with Google on an interactive mobile game experience that has a big in-store component. The project is part of Google’s Art, Copy & Code program, which Google describes as partnerships that explore how creativity and technology can work hand in hand to build brands.



The new holiday feature, called Bullseye’s Playground, features Target’s familiar bull terrier mascot Bullseye and other characters. Shoppers can access the feature—both in and out of Target stores—by going to a new site, Target.com/Play, where they can play six interactive games, including sledding, ice fishing, snowball fights and more.



In the stores, special promotional signage will prompt shoppers to play, with special codes that they can use 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.



Target will offer a more enhanced version of the mobile games in four select stores (Sunnyvale, Calif. Chicago, Dallas and Roseville, Minn.) where customers will be able to try and use Google’s new Project Tango Development tablets. The tablets will offer what is essentially a a virtual/augmented reality experience that turns the stores into a 3D winter playground—one that changes as they move around the space. Shoppers can interact with the retailer’s mascot characters and also engage in such virtual activities as taking part in a snowball fight.



“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,” said Alan Wizemann, VP of product, Target.com and mobile.



Target is the latest retailer to partner with Google’s Art Copy & Code program.



“For each project, we partner with an iconic brand that pushes the boundaries of digital experiences,” said Ben Malbon, Google’s director of creative partnerships. “Consumers are embracing mobile devices as an essential tool and we wanted to work with Target to show how mobile offers a way to make the in-store experience both fun and memorable.”