Branded Apps for Marketing is Starting to Outcompete Traditional Advertising
The largest TV commercial event is approaching, the Super Bowl XLVII. Major brands will spend tens of millions of dollars to show off. But one major retailer, Target, will watch from home this year. They have used a fraction of that budget to develop a quite simple mobile game instead, “Snack Bowl”.
“Snack Bowl is a fun, new way for Target to engage with our mobile guests as they think about planning a great game-day party,” said Phil McKoy, vice president, Target.com.
The virtual game invites players to throw branded snacks towards party guests as they move around the living room. Participants can compete to enter the game’s “Hall Of Fame” and see their worldwide ranking online and are being encouraged to share their scores/rank on Facebook. Snack Bowl will appear on Target’s mobile site home page until Feb. 9, according to the company’s blog. The game will also be featured on Target’s branded app for iPhone and Android over the next three weeks.
From a marketing perspective, the game reminds consumers that they can buy Super Bowl goodies appearing in the mobile game—Coke Zero, Ritz Crackers, etc.—at their local Target.
The Snack Bowl app underscores the brand’s strong focus on mobile marketing.