CorpComms Magazine

A new online game allowing users to practice free running while completing challenges, has been launched by household goods giant Reckitt Benckiser, as part of their corporate brand campaign.

The game, called 'Urban Thrill', is aimed towards those starting off their careers, to provide an insight into the fast-paced environment that exists within Reckitt Benckiser. And just as in the office setting, the game rewards those who perform well.

Camillo Pane, general manager of Reckitt Benckiser, said: 'Urban Thrill enables us to demonstrate the spirit of Reckitt Benckiser, its challenges and culture in a totally different way.  Our continued success depends upon attracting the brightest and the best.'

The skill of free running involves individuals who travel through cities and towns by climbing, jumping, and moving through any given place, using buildings, lamp posts and any structure available to do so.

The game has levels in nine different countries, including Brazil, Russia and France. Gamers have to make their way through each level while collecting as many of the 20 kites available as possible, which is a fitting target seeing as the Reckitt Benckiser trademark symbol is a kite marked 'RB'.

Reckitt Benckiser brands will feature in the game, such as Dettol, Calgon and Cillit Bang, made famous by the invented character 'Barry Scott'.

Free running group EMP Parkour described the game as, 'a dynamic online game which takes the essence of the Arts of Movement and applies that same spirit as a metaphor to describe what it's like to work at Reckitt Benckiser - a unique and trail-blazing company with fantastic brands that provides an inspiring work environment of self-expression and tenacity to all of its' employees each day.'

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