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Reckitt Benckiser takes online gaming route to promote brand identity

19-April-2011
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Reckitt Benckiser takes online gaming route to promote brand identity

Reckitt Benckiser (RB) has announced the launch of an online free runner game, called Urban Thrill, that allows users to mimic the fast-paced, risk-taking and dynamic environment of the FMCG company by completing free runner challenges across nine countries. The launch of Urban Thrill is a significant component of RB’s corporate brand campaign to create awareness among graduates and people early on in their careers.

Commenting on the initiative, Chander Mohan Sethi, Chairman & Managing Director, Reckitt Benckiser (India), said, “RB has a unique culture that’s most suitable for young professionals who enjoy freedom to act, coupled with a fast-paced and agile environment. Our decision to use an extreme sport like free running to showcase the spirit of our fast pace, challenging and dynamic corporate culture in a fun way.”

The game has been developed in partnership with ‘The Workroom’ and social media agency ‘TAMBA’, alongside this the agency also contacted free running professionals and used them as official consultants. Free running is a form of urban acrobatics in which participants, known as free runners, use the city and rural landscape to perform athletic movements through its structures. The game allows a global team of free runners to complete challenges over nine of the world’s most dynamic urban settings – the UK (London), India, the US, Brazil, Australia, Russia, Germany, Italy and France.

The game and characters will be branded with RB and its 19 Powerbrands, including Dettol, Harpic, Lizol, Veet, Vanish, Mortein, Finish and Clearasil. The online game will help to improve recall with the RB brand.

The game builds on past successes of a number of RB’s social media initiatives. Last year’s success of ‘poweRBrands’ (apps.facebook.com/powerbrands) game on Facebook (which enabled players to work in a consumer goods company and rise to become global president) showcased how social media games are a great way to raise corporate brand awareness among graduates and early-careerists.

The game can be found on www.rb.com/urbanthrill and is supported by a social media seeding strategy which targets relevant gaming portals, news groups and communities. As part of the game, RB offers the chance to win a flight for two to one of the nine destinations and spending money worth £2,000.

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