Mobile Commerce Insider Featured Article

January 23, 2013

Move over Bud Bowl, Target's New Mobile Game Makes You a Snack Champion

It may not be an official national holiday, but for many lovers of funny commercials, elaborate musical numbers, diet-busting snacks and – oh yeah, football – Super Bowl Sunday is a bit like Christmas, New Year’s Day and Thanksgiving all rolled into one. The day is about more than just who wins on the field, the San Francisco 49ers or the Baltimore Ravens, it’s about how much food you can consume in one sitting. And now Target is looking to combine our love of food, football and mobile games into one outstanding new app: The Snack Bowl.

It might not be as memorable as The Bud Bowl, a series of commercials involving bottles of beer playing football, but it is a lot of fun. The Snack Bowl is now available on the Target mobile site and on its iPhone and Android apps. The premise is fairly simple: a group of football fans run (or skateboard) across your screen, dressed in their game day jerseys, and you have to swipe your finger to shoot snacks into their mouths. If you get enough points, you go to the Hall of Fame (confession: I only got “Playmaker” on my first try).

The snacks, of course, are branded sponsors of the game, including Coke Zero, Digiorno Pizza and M&Ms. The game runs for a limited time only, so if you want to beat my high score and share it with your friends on Facebook, you should do so before February 9.

The game marks a growing trend of retailers creating mobile games to capitalize on big events. Wal-Mart released an “Augmented Reality” game to coincide with the release of the Avengers movie, and Target representatives feel that this game can help leverage current trends to drive sales.

“As smartphones continue to play larger roles in our guests’ lives and shopping, we’re going where our guests are,” Eddie Baeb, a spokesperson for Target, told the website mobilecommercedaily.com. “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.

Hey, if it gives me something to do when I am waiting in line to buy soda and chips for the game, then that works for me. Still, it has a long way to go before it replaces “boxes” as the peripheral Super Bowl game of choice. Now if you’ll excuse me, I have to go fling pizza slices at a kid on a skateboard. Is it February 3rd yet?




Edited by Jamie Epstein




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