Target’s got (mobile) game
Target wants to play games — mobile games, to be more specific. The retailer’s Digital Vendor Marketing (DVM) team has been working with brand partners to create mobile games that promote products sold in the chain’s stores and on Target.com.
The retailer recently launched "Pop It!," a mobile game tied to the rollout of Purina’s Beggin’ Party Poppers dog treats in Target stores. The product’s packaging itself is a game of sorts, resembling the head of a pig. Consumers can place a treat on the pig’s nose, push down and watch the treat launch into the air. The mobile game mirrors this action — players push on an animated pig’s nose to pop treats into the air.
"We’re really focused on creating great games for guests that are simple, yet challenging enough to make you want to play again and again," Dawn Block, vice president of Target.com and mobile, told A Bullseye View. "What we love about developing mobile games is it’s a terrific opportunity for Target and the brands we carry to engage with guests in a fun and relevant way."
- Target Makes Mobile Games Part of Digital Strategy – A Bullseye View
- Could a Marketer Like Purina Create the Next Flappy Bird? – Advertising Age (tiered sub.)
- Target Taps Into Gaming With 6 Planned Mobile Apps – Twin Cities Business Magazine
What role do you see for mobile games in retailers’ marketing mix going forward? Is Target’s approach — partnering with a brand — a good way to go?