Reckitt Benckiser game teaches students about fast-moving goods
Reckitt Benckiser, the household care goods maker, has launched an online game to tutor young prospective employees in the ways of fast-moving consumer goods.
The announcement:
Reckitt Benckiser (RB), the leading global household, health and personal care company, has today announced the launch of an online free runner game called UrbAN THRILL™.
Free running is a form of urban acrobatics in which participants, known as free runners, use the city and rural landscapes to perform athletic movements through its structures.
The free online game is available at www.rb.com/urbanthrill. It allows players to mimic the fast-paced, risk-taking and dynamic environment of RB, a key player in the Australian Fast Moving Consumer Goods (FMCG) industry.
The launch of UrbAN THRILL™ is a core part of a new global corporate brand campaign for RB, which has been designed to create greater awareness of the company amongst university graduates and people in the early stages of their business careers.
In the game, a global team of free runners complete challenges over nine of the world‟s most dynamic urban settings including Sydney, Rio de Janero, Paris, Berlin, Moscow, London, New Dehli, Rome and New York. The object of the game is for players, or „free runners‟ to collect “RB kites” in the hardest to reach places across the globe, with each city visited providing unique challenges.
The game and characters will be branded with RB and its portfolio of 19 “powerbrands” including Finish, Dettol, Nurofen, Vanish, Durex and Clearasil. Both free running as an athletic pursuit – and the UrbAN THRILL™ game itself – are designed to push players to the outer-reaches of their ability, and reward them with the sense of achievement that comes with being at the top of their game.
RB Regional Senior Vice President of Australia & New Zealand, Lindsay Forrest, believes it is critical to constantly look for innovative ways to increase RB‟s profile amongst the next generation of employees and future leaders, in order to continue the company‟s growth.
“RB has a unique culture that is most suitable for young professionals who enjoy the freedom to act, coupled with a fast-paced and agile environment. Our decision to use an extreme sport like free running to showcase the spirit of our challenging and dynamic corporate culture in a fun way is representative of the innovative nature of RB,” he said.
“UrbAN THRILL™ is an online game which uses the essence of the sport of free running to provide insight into what it is like to work for a company like RB – a unique and dynamic organisation with numerous high-profile, market leading brands,” said Mr Forrest.
According to Mr Forrest, the sport of free running has many similarities with the company‟s culture and the drive of its employees.
“The RB culture is unique – there’s no other FMCG company quite as driven as us. We’re a fast-paced culture and focus on achievement and results. We are not hierarchical and we provide opportunities for bold thinking, new ideas and risk taking, putting you in the driving seat of your international career,” he said.
“RB offers graduates from around the world significantly greater responsibility and opportunity to make their mark in making our brands global leaders. This is why the UrbAN THRILL™ game is such a fitting initiative for RB,” Mr Forrest concluded.
The launch of UrbAN THRILL™ comes following the success of RB‟s poweRBrands™ Facebook game last year (http://apps.facebook.com/powerbrands), which gave players a unique opportunity to work in a “virtual RB” and test their marketing and business ability, eventually enabling them to climb the corporate ladder to become the Global President or Chief Executive Officer (CEO) of the business.
UrbAN THRILL™ is supported by a social media seeding strategy, which targets relevant gaming portals, news groups and communities. As part of the game, RB is offering players the chance to win a flight for two and spending money worth $3,000 AUD (£2,000) to one of the nine destinations included in the game. To enter the prize draw, players are encouraged to join the fun and leave their score on the leaderboard.
To trial the game, or for further information, visit www.rb.com/urbanthrill.
topics
Reckitt Benckiser
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