An on-pack promotion directs men online to play the interactive game called ‘Beat the Elements’, which uses image recognition technology to turn the deodorant can into a games controller.
Users can then complete a series of online challenges against earth, wind, water and fire for the chance to win £10 every five minutes.
Unilever claims the game is the “first of its kind” and will keep the Sure brand “at the heart of men’s experience”.
The campaign also includes outdoor and digital activity, and a TV ad that also promotes the online game breaks on 4 April.
SureMen has a 30% share of the men’s deodorant market