Sainsbury’s has launched an innovative digital game to help parents keep children entertained during the school holidays.

Based on the timeless family game, I-Spy, Sainsbury’s has launched an App called ‘iSPIES’, which allows children to explore and discover incredible universes. They will be able to challenge friends through the game and are set tasks to keep them busy and entertained throughout the summer.

‘iSPIES’ is available on free download on Android and iOS devices.  Every week throughout the UK summer holidays a new universe will be released for young players to explore. 

Visual aspects from within the game will feature across in-store point-of-sale (POS), national newspapers and online advertising, whilst Sainsbury’s social media channels will also drive engagement. POS activity will also provide families with inspiration for activities to do during the summer holidays.

Meera Folkes, Digital Marketing Manager at Sainsbury’s, said: ‘The iSPIES game brings our Live Well for Less positioning to life and fits into the wider ‘Summer Sorted’ campaign perfectly. Parents in young families are busy at the best of times, so during the summer holidays we want to provide them with ideas, tools and services to keep children entertained in an inexpensive way.’

The iSPIES App and related marketing activity has been created by AnalogFolk London. The activity forms part of Sainsbury’s ‘Summer Sorted’ campaign, which focuses on providing practical help for parents on food, entertainment and promotions over the summer holidays.