has become the latest retailer looking to capitalize on the popularity of online mobile games like Candy Crush to help engage consumers.

In the game, #URLsofSummer, two disparate items are humorously paired in an image and consumers are urged to “guess the Summer URL correctly, and you could win all the items in the photo.” An example given shows a pair of tongs holding a ping pong paddle. The winning URL:

The campaign, running from June 19 to July 14, showcases’s broad summer assortments and represents a switch-up from traditional advertising.

“We’re very tongue-in-cheek, very playful, and this campaign — a fun little game you can play while you’re standing in line somewhere — is another way we can give the online shopping experience a more human face,” Sumaiya Balbale,’s VP of marketing, tells Marketing Daily.

In Sweden, McDonald’s earned attention earlier this year…