Production

Groove Jones Hits Bullseye’s AR Holiday Adventure For Target In-Store Experience

Written by Groove Jones

For the 2022 holiday season, X-FCTR worked with Groove Jones to bring a massive in-store AR campaign to life for their client, Target. By scanning a QRCode on floor decals or custom aisle endcap displays, holiday shoppers can unlock a winter wonderland featuring Target’s mascot – Bullseye, and virtually play with this holiday’s hottest toys.

Augmented Reality Retail

Once activated, Bullseye leads you through a large door flanked by two giant candy canes.

Augmented Reality Holiday Adventure

The X-FCTR team wanted to drive desire and discovery by bringing back the wonder and magic of holiday shopping in stores. (By turning around, you can see the store through the portal doorway you walked through.)

Augmented Reality Holiday Adventure

In-Store Holiday Portal 

In-Store Holiday Portal 

Inside the Target store, shoppers can activate a portal experience, where they launch a Target holiday wonderland that engages the shopper in exploring the exclusive holiday toys.

In-Store Holiday Portal 

The shopper will open a portal and step into it physically and walk around.

In-Store Holiday Portal 

If the real-world space doesn’t allow the user to move freely, we added a teleportation option where they could click on a visible beacon and teleport to where they want to be and use their phone to look around and admire the environment and explore the toys.

In-Store Holiday Portal 

Shoppers will find themselves under a massive, bigger-than-life Christmas tree.

In-Store Holiday Portal 

Around the base of the tree, shoppers will find four gift boxes to open and choose from, where they will launch an AR experience to play with the toys inside.

Barbie AR

By looking left or right, they will find whimsical animated holiday scenes, like a pair of snowmen that greet you, a dancing gingerbread man, and a LEGO tiger and bird at play.

Lego AR

Interactive AR Game Featuring Animal Planet Deep Sea Shark Rescue Submarine Playset

Animal Planet Deep Sea Shark Rescue Submarine Playset

We created a game that allows the guest to engage with a toy virtually. Players must rescue holiday presents before the sharks get them.

Animal Planet Deep Sea Shark Rescue Submarine Playset AR

The experience turns the Target Store into an endless ocean where the player can control a submarine in 3d space and control it like a drone and drive it to save as many holiday gifts and scuba divers from the vicious shark attack.

Animal Planet Deep Sea Shark Rescue Submarine Playset

In the end, the players see their points tallied.

Bluey Ultimate Lights & Sounds Playhouse Scavenger Hunt

Bluey is having a holiday party! Help get the celebration started with this interactive scavenger hunt.

Bluey Ultimate Lights & Sounds Playhouse Scavenger Hunt

We created an interactive “game” that allows Bluey and their friends to get in the holiday spirit! Start a virtual dance party with Bluey, Bingo, and Lucky.

Bluey Ultimate Lights & Sounds Playhouse Scavenger Hunt AR

By finding all of Bluey’s friends, players activate the dance party.

Bluey AR

Take a Tour of Barbie’s Vacation Home

Barbie's Vacation Home AR

We created an interactive experience that allows guests to help Barbie prepare her vacation home for the holidays! The player can choose between two different Barbies – Brooklyn or Malibu – to play the game with. The players tap the icons to help Brooklyn or Malibu Barbie with their holiday tasks.

Barbie's Vacation Home

Barbie decorates the tree by adding lights, ornaments, and a star on top.

Barbie's Vacation Home

By hopping on the chair swing, she takes a ride upstairs and adds Holiday lights throughout her Vacation Home.

Barbie Augmented Reality

Barbie walks the dog and puts a reindeer headband on him. Once all the tasks are cleared, the whole house lights up in celebration.

Build Your Very Own Gingerbread House Featuring Favorite Day Classic House Gingerbread Kit

Favorite Day Classic House Gingerbread Kit

Customers can build their own 3D Gingerbread houses!

Favorite Day Classic House Gingerbread Kit

Add all your favorite candy and watch it come to life. Tap the door to go inside and see what Bullseye has been hiding. Once completed, the user can take a snapshot of their creation – or a selfie!

Bullseye’s Top Toys List

Bullseye’s top toys are selected each year and advertised throughout the store. We have highlighted four of his top toys within the four AR games, as well as showcased several others in our portal wonderland. The AR experience included links to Bullseye’s Top Toy List.

Bullseye’s Top Toys List

The X-FCTR team created custom promotional kiosks to drive awareness about the program.

promotional kiosks

They also brought live toy demos, holiday product sampling, personalized gifting along with the immersive AR toy experience to Target stores across the country this season.

live toy demos

Check out the holiday AR experience here.

More In-Store Retail XR Campaigns

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About the author

Groove Jones

Groove Jones is a content creation studio, specializing in 360 media commercial productions and interactive digital experiences, owned and operated by people with vision who make things happen. Founded by industry leaders, the team has a proven track record of collaborating and doing what’s never been done before – anything to achieve our client’s goals. Our portfolio of VR brand activations is regarded the best in the business.

We’ve created award-winning commercials, developed some of the world’s most installed mobile apps and transported people into virtual reality for global brands. We are fearless and our strategy is solid.

Become a part of our story, and we’ll become a part of yours.