Many kids' apps and games are things that kids discover themselves, or via word of mouth. But U.K. supermarket chain Sainsbury's has developed a kids' app that it's sneakily marketing to Moms -- as a way of keeping their kids entertained (i.e. quiet) during the summer vacation.
Parents browsing the retailer's Summer Sorted section on its website are encouraged to download the app, iSpies, which was developed by digital agency AnalogFolk London and is available on both Android and iOS devices. The game allows kids to explore new "universes," such as the beach or garden, and find hidden treasures. They will be able to challenge friends through the game and are set tasks designed to keep them busy and entertained throughout the summer. Every week throughout the UK summer vaction a new universe will be released for players to explore.
Visual aspects from within the game will feature across in-store point-of-sale, national newspapers and online advertising, with Sainsbury's social media channels also driving engagement.