We’re loving the next wave of Reckitt Benckiser’s (RB) cheeky and exciting
brand awareness campaign aimed at graduates and people early on in their business careers. Online freerunner game
UrbAN THRILL lets players mimic RB’s fast-paced, risk-taking and dynamic environment by completing freerunner challenges across nine different countries.
We developed the game concept, naming and identity in partnership with viral game and social media specialists
TAMBA, who designed and built the game. Plus freerunning experts were used as official consultants to make the game super authentic.
Freerunning is an increasingly popular form of acrobatics where participants use city and rural landscapes to perform athletic and gravity defying movements. Both freerunning as an athletic pursuit – and the UrbAN THRILL game – push players to the outer-reaches of their ability, rewarding them with the sense of achievement that comes with being at the top of their game. Exactly like the people RB wants to attract.
In the game, a global team of RB freerunners completes challenges over nine dynamic urban settings. From London through to cities in the USA, Brazil, Australia, India, Russia, Germany, Italy and France, gamers catch RB Kites located in hard-to-reach places. The game and characters combine RB’s corporate branding with its 19 Powerbrands including Finish, Dettol, Air Wick, Durex, Vanish and Nurofen. The game’s also supported by a social media seeding strategy targeting relevant gaming portals, news groups and communities.
Camillo Pane, General Manager of RB UK said: “RB has a unique culture where young professionals who enjoy the freedom to act, coupled with a fast-paced and agile environment, are very much at home. UrbAN THRILL enables us to demonstrate the spirit of RB – its challenges and culture in a totally different way. Our continued success depends upon attracting the brightest and the best – and we are looking for new ways to connect and make ourselves better known to these groups.“
See what the online press are saying about it...
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