ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Commerce Daily in early 2017. Some information, such as publication dates, may not have migrated over. Check out our topic page for the latest mobile commerce news.

Target entices Super Bowl fans with limited-time-only mobile game

The Snack Bowl mobile game uses the company’s digital offerings to entice consumers in a new way. The Snack Bowl game is featured on Target’s mobile site and mobile app landing pages.

“At Target, we view digital as more than shopping online – it’s an opportunity to connect with our guests,” said Eddie Baeb, a spokesman for Target. “The Snack Bowl game, which debuts just in time for America’s biggest sports night, is an example of how Target uses our digital offerings to entertain and inspire our guests in a uniquely Target way.

“Snack Bowl is a great opportunity to entertain our mobile guests while also raising awareness around Target’s offerings – from snacks and groceries to big-screen TVs and fan gear – that will help our guests host a great gameday party,” he said.

“Our focus is on creating a great guest experience. This is an entertaining, opt-in game that seamlessly integrates a quality advertising opportunity for marketers.”

Mobile gaming
There are seven snack brands participating in Snack Bowl, including Coca-Cola Zero; Digiorno; M&M’s; Ore Ida fries; Reese’s; Ritz and Stride iD Peppermint gum.

The Snack Bowl mobile game is currently available through Feb. 9.

Through the mobile game, consumers can earn points by passing snacks to their party guests, keeping them well fed and enjoying the party.

The ultimate goal of the game is to join the ranks of the Snack Bowl Hall of Fame.

Players can share their rank – and challenge their friends to beat their score – on Facebook.

“The game, which runs Jan. 20 to Feb. 9, will be prominently displayed on the landing page of our mobile Web site and our iPhone and Andriod apps,” Mr. Baeb said. “There also will be some online advertisements and paid search.

“Mobile users like games that are fun, quick and relevant,” he said. “This is about creating a fun experience and surprising and delighting our guests.

“We’re experimenting with new and novel ways to engage guests and Snack Bowl is part of that. We expect to learn from our guests’ responses and will use the data to refine our strategies going forward.”

Building engagement
A mobile game is a great way for Target to reach consumers on a deeper level.

Gaming is becoming a big thing amongst brand and marketers and specifically for this Super Bowl, is a great way to add social into the mix to bolster participation.

“As smartphones continue to play larger roles in our guests’ lives and shopping, we’re going where our guests are,” Mr. Baeb said.

“We’re looking to engage guests with mobile content that’s relevant and fun – and that includes innovative marketing for Target and the brands we carry,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York