Honda experiments with different ways of marketing to attract a consumer’s attention. As part of its 2012 Civic campaign, the automaker has released an online game that asks players to create a chain reaction on screen by placing a set of pop-up windows in the correct sequence.

Photo: a snapshot from ‘The Experiment’, by Honda

The game titled The Experiment uses HTML5 technology that expands possibilities of browser based gaming. The game can be played only in Chrome, Firefox or Safari and has six levels. There are objects in each window that interacts with those around it to create hundreds of possibilities and combinations. After passing all levels, players can create their own chains to challenge their friends with. The game is to be played at experimentgame.com.

According to Campaign Brief, the game was created by by Lisa Jelliffe and Kirsten Rutherford, a creative team at Wieden + Kennedy, London in collaboration with B-Reel, the production company behind the Wilderness Downtown site for Arcade Fire.

«We’ve mostly been working on Honda since we started at W+K, namely three interactive projects appearing as part of the 2012 Civic launch campaign. The Experiment is the second piece of work, with the third piece launching online on December 7,» said the creators.

Earlier this year, Honda ran a competition titled ‘The Sounds of Civic’ as part of its 2012 Civic launch campaign.