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.