In its 14th consecutive year as retail sponsor for the Academy Awards, JCPenney is engaging Oscar fans through an interactive web and mobile game created by TMA. The Oscars Play to Give experience ties in charitable giving with JCPenney’s new spring fashion and various Oscar themes such as the red carpet, awards and celebrity antics.
During the broadcast, users will be prompted to tap corresponding icons or “tiles” when they are shown on screen. Every tap adds points to one of three charities chosen by the user: No Kid Hungry, Do Something, and Boys & Girls Clubs of America. The leaderboard feature tracks point accumulation and the charity with the most points receives the biggest donation.
JCPenney’s Oscars Play to Give web and mobile game launches on February, 22 at 4pm PST.