Could a Marketer Like Purina Create the Next Flappy Bird?
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The popularity of simply designed, maddeningly addictive mobile games is soaring, as evidenced by the “Flappy Bird” phenomenon. And Target is hoping to capitalize on the trend with the launch of as many as half a dozen mobile games this year.
The retailer plans to work with brands on the launch of the games, tying them to product launches or specific events. On Sunday, it launched “Pop It!” with Purina’s Beggin’ brand as a way to promote this month’s launch of Beggin’ Party Poppers a new dog treat that comes in a canister shaped like a pig’s head. Dog lovers can place one of the treats — Beggin’ wrapped cheese flavored cubes — onto the pig’s nose and then push the nose to launch the treat into the air.
Likewise, the game requires users to push on the pig’s nose when a treat approaches it on a conveyor belt. Other items, like keys and a shoe, must be tapped before reaching the pig’s nose to clear them from the conveyor belt.
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