Target partners with Google for in-store mobile experience

Target (NYSE:TGT) has been building its mobile presence and today announced a partnership with Google (NASDAQ:GOOG) to create an interactive, in-store experience. The Bullseye's Playground mobile game consists of six interactive games including sledding, ice fishing and snowball fights.

A versions works with Google's Project Tango Development Tablet to transform select stores into a 3D winter playground. Shoppers can use the tablet screen to step into a winter wonderland that changes as they move around the store. Within the experience, users can interact with characters like Bullseye, Target's bull terrier mascot, and discover virtual activities like taking part in a snowball fight or playing a xylophone made out of icicles.

The experience is available at four stores—Sunnyvale, California; Chicago; Dallas; and Roseville, Minnesota—for a limited time.

The games can also be played on most mobile devices. 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.

"Target and Google are creating a new kind of holiday magic with Bullseye's Playground," said Alan Wizemann, VP of product, 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."

For more:
-See this Target press release

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