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Target

Holiday Retail Innovation with Mobile Games & Augmented Reality (AR)

Leveraging first-of-a-kind Google tech to craft holiday retail innovation for Target

Summary

In 2014 Target was facing growing competition from Amazon and other online e-commerce platforms. To drive holiday shopping traffic and demonstrate digital innovation, Target partnered with Google's Art, Copy & Code team to use first-of-a-kind mobile and augmented reality (AR) technologies to launch

Our team at 72andSunny was brought in by Target to lead the collaboration with Google and act as their creative and digital innovation leads stewarding the holistic online/offline customer experience. Working with Google and production partners from STINK Studios and Psyop, we collectively planned, designed, prototyped and launched an immersive omnichannel 3D mobile gaming and augmented reality experience across the Target customer ecosystem.

Ultimately the multi-week digital and in-store experience included 5 mobile games (each with multiple levels and characters), an in-store Project TANGO augmented reality experience, in-store mobile game content bonuses, Target website and media takeover, and featured paid media placement across Google.com, Youtube.com, and more.

Additionally, Target donated $1.00 for each game played by customers during the holiday season, giving up to $1 million to St. Judes.

Outcomes

  • FWA Mobile Site of the Day (Christmas Day)
  • Designed and launched first-of-a-kind mobile webGL 3D gaming experience
  • Launched the first ever public implementation of Google's Project TANGO AR technology
  • Received Target's annual corporate innovation award
  • Games we left live for an additional 12 months beyond planned sunset date due to ongoing gameplay and usage

My Role

UX Design Director

Year

2014

Client

Target

Company

72andSunny

Team

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