CorpComms Magazine

A new series of games has been launched by household goods giant Reckitt Benckiser (RB), that are designed to engage graduates and early careerists with its brand.

The eight games, which are also available as smartphone apps, have been created to raise awareness of RB's corporate brand, and are part of a long-term brand awareness campaign.

Each game is related to a product manufactured by RB. For example, in Down the Pan, users must stop germs from dropping into the toilet. And in Hit the Spot, users must stimulate their partners in order to achieve 'orgasm-o-meter' points.

The games, which are called  'crazieRBrands', are all inspired by RB products: Cut the mustard (French's mustard), Down the Pan (Harpic), Hit the Spot (Durex), Face Invaders (Clearasil), It's a Gas (Air Wick), Kitchen Chaos (Dettol/Lysol), Smooth Operator (Veet) and Splat Attack (Vanish).

Claudia Bach, marketing and PR manager at RB said: '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.'

There are also leaderboards where users can win prizes if they achieve the top score. The games involve sharing functions to encourage colleagues or friends to compete against one another in the games.

Users who place themselves onto a leaderboard are in with a chance of winning a trip for two people wotth just under $13,000. Destinations include New York, Cape Town, Brazil and Iceland.

Up to 70 per cent of RB's careerist demographic owns a smartphone, and more than eight out of ten play mobile games on them every week.

The games were developed by social media agency TAMBA and strategic branding consultancy The Workroom.

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