Dive Brief: 

• To help boost foot traffic this holiday season, Target is turning its store into a mobile game. 
• Through a partnership with Google's Art Copy & Code program, Target has created a mobile website with six mini-games that have special bonus content that can be unlocked with codes posted in the stores. 
• Target will also host special areas in four stores that allow shoppers to test Google's Project Tango tablets and interact with 3-D models of the game characters throughout the store. 

Dive Insight: 

Target is one of the first major retailers to incorporate mobile games in this fashion. Shoppers are all staring at their mobile apps—at Target's coupon app Cartwheel if the store is lucky—so it makes sense to give consumers a way to interact with the store through their mobile devices.

And in keeping with the holiday spirit, Target has created a giving element with the game: The store will donate $1 to St. Jude's Children's Research Hospital for every game played.