For anyone planning to watch this year’s Super Bowl, they know the only thing that could rival with the anticipation of the game, the A-list halftime show and the million-dollar ads are the abundance of very special Super Bowl snacks being shoveled into viewers’ mouths. Everyone loves Target, gaming and snacks, right? That’s exactly why the company developed an all-new, limited-time-only mobile game to connect with customers through relevant content and promotions.

The Snack Bowl mobile game leverages Target’s digital offerings to “entice consumers in a new way,” according to one report. Those interested can access the game via Target’s mobile site and mobile app landing pages until Feb. 9.

This will likely prove as a wonderful way to further engage customers with Target’s popular brand as well as enjoy the game. Mobile gaming, and mobility in general, has been explosive as of late. Mobile trends and growth are without a doubt expected throughout 2013, and mobility is also widely considered the No. 1 influencing/impacting factor for businesses of all kinds and sizes.

Working through snacks is also the perfect route to go for this new mobile game. For instance, everyone is already well aware of the annual Doritos ad competition, which Facebook has now become a part of for the “Crash the Super Bowl” contest, which enables viewers to watch and vote for their favorite finalist (I personally love the “Goat 4 Sale” ad).

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When it comes to mobile gaming, there are seven snacks participating in the snack bowl; Coca-Cola Zero, Digiorno, M&M’s, Ore Ida fries, Reese’s, Ritz and Stride iD peppermint gum. The way the game works is users can earn points by passing snacks to their party guests to keep them best well fed to enjoy the party. The ultimate goal of the game, according to a report, is to join the ranks of the prestigious Snack Bowl Hall of Fame.

Its interactive aspects enable users to share their rankings and challenge their friends to beat their current scores via Facebook.

Eddie Baeb, a spokesman for Target, explained that the company is experimenting with new and novel ways to engage guests, and that the Snack Bowl is a prominent part of that. “We expect to learn from our guests’ responses and will use the data to refine our strategies going forward,” he continued.

What are you most looking forward to for this year’s Super Bowl?