Target (NYSE: TGT) is teaming up with vendors to make mobile games part of its digital strategy.
The retailer and Purina have teamed up to create a new mobile game as part of a new co-branded mobile initiative that will roll out this year with a variety of vendor partners. The program will incorporate QR codes, mobile Web, SMS and coupons into the actual games.
The Pop It mobile game in conjunction with Purina is the first in the series and is part of a marketing campaign to promote Purina's Beggin Party Poppers dog snacks. Players vie for high scores and rewards, and are prompted to text in keywords to Target to receive $1 off mobile coupons for the product.
The program builds on Target's Snack Bowl mobile promotion during the Super Bowl 2013, and follows current trends of pairing deals and incentives with interactive mobile programming, a winning combination to get shoppers to engage with brands on mobile platforms.
"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," said Dawn Block, vice president of Target.com and mobile. "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 plans to launch up to six new games this year with different vendor partners.
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