Duracell in interactive game drive

Battery giant Duracell has developed a branded computer game signalling the first move into interactive marketing by a major manufacturer in Europe.

The Duracell Challenge will be covermounted on floppy disk on consumer computer titles in the UK and Europe. The titles represent a circulation of up to 1 million. In addition, the game, which features a Duracell bunny, will be available on the Internet. This means it can be played on up to 20 million PCs worldwide.

Duracell’s sales director, Roger Murphy, says the Duracell Challenge takes product placement in computer games one stage further. “We felt the Duracell bunny represented the personification of energy and decided to create a game in which he was the star.”

Because the product, which can be played in ten languages, is being given away, users are encouraged to copy the game and pass it on to friends. The game comprises several levels and for each completed level, the player can enter a prize draw.

“It is impossible to estimate the potential of this promotion. We know what we have spent in terms of production but the size of the audience is limitless,” adds Murphy.

He insists that the Duracell Challenge is incremental to any other advertising done through Ogilvy & Mather.