Bullseye's Playground

For the Holiday 2014 season, Target wanted to infuse a little magic into what can often be a hectic time for in-store shopping.

Teaming up with Google's Art/Copy/Code, whose mission is to combine cutting-edge technologies with brand advertising, we created Bullseye's Playground: a set of six WebGL mobile games featuring Bullseye the Target dog and his friends. Enjoy a snowball fight, race through a Hot Wheels track, sled down a mountain, among other fun winter-themed activities. 

Although gameplay was available to everyone, it was enhanced by bonus content unlocked with special 3-digit codes found only in Target stores. We implemented these codes on in-store signage at all 1800+ Target locations across the US for players to seek, find, and execute within their gameplay.  

Further, in 4 selected stores, we brought Bullseye's Playground to life using Google's Project Tango augmented reality technology. The Tango device transformed store aisles into the winter wonderland of our games, bringing the atmosphere and character to life.

Another special holiday bonus: for every 1 game played, Target donated $1 to St. Jude Children's Research Hospital up to $1 million.

client— Target, Google

agency— 72andSunny Los Angeles

role— Interactive and Film Producer

awards— FWA Mobile Site of the Day, IAB MIXX Best Branded Mobile Application - Silver

press— AdWeek, Forbes, Gizmodo, Google Creative Sandbox