During the competitive holiday season, Target needed to bring the magic of the holidays in-store in an exciting new way, and at the same time, give families a fun incentive to stay and shop the whole store. Introducing Bullseye’s Playground, a pioneering mobile adventure that transformed Target stores across America into a virtual winter wonderland.

We began by partnering with Google to pilot a new mobile tablet that maps physical spaces in 3D. We mapped a selection of key Target stores across America, designed the space as a virtual winter adventure that families could walk through using the tablet. Bullseye’s Playground re-imagined how mobile technology can enhance the physical environment, generating 768 million media impressions, 42,000 hours played and 422,000 game plays total.

Google mapped the physical space of select Target stores to implement the augmented reality capabilities of their Tango device. In these select Target stores we allowed guests to use the Tango device to experience the virtual wonderland throughout the store.

Bullseye’s Playground generated 768 million media impressions, 42,000 hours played (74% was played in store), and 422,000 game plays totaled.

For every game played, Target also donated to the St. Jude Children’s Hospital - donating $330,000 during the holiday season.