Tesco debuts 'Delivery Dash' Facebook game

Tesco is seeking to build brand engagement with customers through the launch of its first Facebook game.

Tesco 'Delivery Dash' Facebook game
Tesco 'Delivery Dash' Facebook game

The game, by social-media agency Yomego, primarily targets female Tesco shoppers and is based on the theme of making a Tesco delivery.

Players must pack shopping baskets for their friends against the clock. It has several levels increasing in difficulty. The average player is spending 30 minutes a session on the game, which launched last week.

Tesco head of social media David Price said the initiative was launched to enable the retailer to ‘have a conversation with customers’ beyond a more direct ‘selling message’.

He cited recent research, which had found that the average casual social gamers were 41-year-old women, which, he said, ‘sits nicely’ with the demographic of Tesco shoppers.

Asked whether there would be more activity in this vein, Price said: ‘This is a very tentative first step, but we have had a good reaction to it so far.’

Tesco launched a Facebook page in April 2011. Since then it has become the most popular supermarket Facebook page, attracting 600,000 fans.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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