Reckitt Benckiser (RB) launches crazieRBrands, a suite of eight fast and fun online and mobile mini-games, developed in partnership with RB’s creative agency The Workroom and social game specialists TAMBA, who designed and developed the games. RB continues to enhance its online and mobile gaming platforms due to the games’ success to-date as a fun and informal way to engage graduates and early-careerists with the RB corporate brand.
Photo: The crazieRBrands mini-games
Available on www.rb.com/crazierbrands, the mini-games are designed to raise awareness of RB’s corporate brand amongst the college, MBA, and early careerist demographic. The games are also available as iPhone and Android phone 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 crazieRBrands mini-games is a witty play on the properties of eight of RB’s Powerbrands (Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish). For example, 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 (Harpic) is all about stopping germ characters from dropping into the toilet water; and Hit the Spot (Durex) is all about stimulating your partner in different ways to gain Orgasm-o-meter points.
crazieRBrands includes leaderboards, where people play for their consumer goods company and have the opportunity to win 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. Players have the opportunity to win an exciting and unforgettable trip for two, worth nearly $13,000, to one of eight amazing destinations worldwide— including New York, Cape Town, Bangkok, Geneva, Barcelona, Iceland, Brazil or India. In order to start playing and enter to win the amazing global adventure, participants simply need to leave their score on the leaderboard and enter themselves into the prize draw.
crazieRBrands is part of 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 The Workroom and TAMBA’s fruitful collaboration for the launch of UrbAN THRILL (www.urbanthrill.com) 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.