In an effort to increase in-store traffic, drive sales and connect parents with their inner child, Toys'R'Us has launched a Facebook game application that generates coupons based on user engagement. To earn rewards in the form of in-store savings, the 'ToysRUs Towers' game asks that participants create their own department store, staff it and make sure that profits continue to rise by changing out displays among other tasks. Much like the ever-popular Farmville, the experience when playing is effortless, allowing parents easy access to savings and kids' involvement as well.
This game is interesting for a number of reasons. It's refreshing to see a kids' brand engage with parents in such a direct and amusing way, while also offering them savings and driving visits to retail locations. In a way, it's payoff for procrastination on Facebook! The game also helps users to connect more closely with the brand by immersing them in a personalized environment similar to that of Toys'R'Us locations and calling the user to take on business responsibilities. Additionally, the timing couldn't have been more perfect with the holiday season in full swing.