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Reckitt Benckiser announced the official launch and corresponding advertising/marketing campaign around its social media game, poweRBrands, designed to mirror the real-life experience of being a marketing executive in a company such as Reckitt Benckiser.
Aimed at 18–30 year olds, poweRBrands was beta-tested in July on Facebook, and, according to the company, is the first social media game of its kind—providing players an opportunity to test their marketing and business ability, learn strategy and decision-making skills, and be introduced to the culture and challenges of the brand owner.
During its first month on Facebook, poweRBrands attracted 40,000 players, 120,000 visits and 5,800 Facebook fans. The game is now also featured on the careers section of Yahoo.com, the first game ever to be featured on the page. The online U.S. marketing campaign officially kicked off the week of Sept. 6, 2010, and includes ads on online properties such as Facebook, Adknowledge, Yahoo!, Yahoo! Hotjobs and LinkedIn.
"Over the last two to three years, we have been placing increasing emphasis on recruiting top talent, and have developed a series of initiatives to reach out to gifted students and people early on in their career," said Andraea Dawson-Shepherd, global communications director, Reckitt Benckiser. "We are looking to push the boundaries and find innovative, effective ways to communicate—particularly with the 18–30 age group. The game is the logical next step in building a strong online presence, and it's totally in keeping with our commitment to continuing innovation."
The game was developed in partnership with Euro RSCG Riley and Nudge Social Media.