Target, Google create mobile game experience this holiday season
MINNEAPOLIS — Target is partnering with Google on the latest Art, Copy & Code project — an interactive, in-store mobile experience for Target guests of all ages — this holiday season.
Bullseye’s Playground is a mobile game experience that features 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 3-D winter playground.
“Target and Google are creating a new kind of holiday magic with Bullseye’s Playground,” said Alan Wizemann, VP of product, Target.com and Mobile. “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.”
“Google’s Art, Copy & Code partnerships explore how creativity and technology can work hand in hand to build brands,” said Ben Malbon, Google’s director of dreative partnerships. “For each project, we partner with an iconic brand that pushes the boundaries of digital experiences. 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.”
Target guests can use their mobile devices to access Bullseye’s Playground both in and out of stores. 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 3-D 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.