Victoria Real develops battle of sexes viral for DIY book

by Joe Lepper, Brand Republic 24-Apr-06, 08:00

LONDON – Victoria Real has produced a battle-of-the-sexes style viral campaign based on the playground game 'Paper Scissors Stone' to promote a DIY book from publisher Dorling Kindersley.

The creative diybattle.co.uk is to support promotion for 'DIY: Know-How with Show-How' by Peter Parham and Julian Cassell and offers players the chance to compete as either a man or a woman and choose weapons such as a glue gun and a drill.

Players with basic knowledge of DIY will have greater success, for example knowing that a glue gun will beat a drill, by clogging it up.

A scoreboard on the screen keeps tabs on which sex has the most success, encouraging players to keep playing and forward it on.

At the end of the game, which is being promoted by email and viral websites, players get the change to win a plasma TV by signing up to a free DK monthly newsletter. They are also directed to the publisher's website to find out more about the book.

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