CrazieRBrands was 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.
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. 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 and Down the Pan is all about stopping germ characters from dropping into the toilet water.
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 a 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.
Claudia Bach, marketing & 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. And while all of the games share the same simple click mechanic, TAMBA and The Workroom have made each game quite different and fun in its own right."
