We’re really excited about the next wave in Reckitt Benckiser’s (RB) cheeky and exciting
brand awareness campaign – the launch of
crazieRBrands, a suite of eight fast and fun online and mobile mini-games, which we designed and developed alongside social game specialists
TAMBA.
The mini-games are designed to create RB brand awareness amongst the college, MBA, and early careerist demographic. The games are also available as
iPhone and
Android apps, putting RB squarely in the sweet-spot of its target demographic. Roughly 70% of this young careerist demographic owns a smart phone, and 81% of them play mobile games on a weekly basis. crazieRBrands are supported by a social media seeding strategy which targets relevant gaming portals, news groups and communities.
Each of the eight mini-games is a witty play on the properties of eight RB Powerbrands. So, in
Cut the Mustard, players fire French’s Mustard at savoury foods flung out by a frantic chef, whilst avoiding the sweet foods;
Down the Pan is all about stopping germ characters from dropping into the toilet water using Harpic; and
Hit the Spot is all about stimulating your partner in different ways to gain Orgasm-o-meter points.
crazieRBrands includes leaderboards, so people can play for their consumer goods company and for a top score prize. Sharing mechanisms are built into the games to encourage people to challenge their colleagues and friends to beat their high scores, to increase viral potential of the game. Prizes on offer include a choice of eight crazy adventure mini-holidays.
Our client Claudia Bach, Marketing & PR Manager at RB says: “Game playing brings out people’s competitive spirits, and these are just the sort of people who would fit in at RB. We believe these mini-games will put RB top of mind amongst early careers people. And while all of the games share the same simple click mechanic, TAMBA and The Workroom have made each game different and fun in its own right.”
crazieRBrands is just one part of our work on a long-term multi-channel
brand awareness campaign to reach graduates and people early on in their business careers, that launched in April 2011. It follows our fruitful collaboration for the launch of
UrbAN THRILL earlier this year, which built on RB's successful Facebook game
PoweRBrands launched in summer 2010, which made the top list of most played Facebook games.
Play crazieRBrands onlineDownload the iPhone appDownload the Android appPlay UrbAN THRILLPlay PoweRBrandsSee the RB brand awareness campaignBack to What's New