Post-it Notes viral game pits up to 10 players against each other

It is being targeted at an audience of 25-45 year-old women through interactive banner ads and MPUs on 3M's website, Yahoo!, MSN, Handbag.com and Cosmopolitan.

The ads take players to a multiplayer "room", where a timer indicates when the next game is to start. A minimum of two people and maximum of 10 can take part in the game, which challenges players to draw or guess what is being drawn on a virtual Post-it.

The game starts with a Post-it popping up to tell the player whose turn it is to draw -- the drawer is given a single word to depict pictorially. After 30 seconds, a clue is given and whoever guesses correctly gets 10 points, at which point the remaining players are given another 10 seconds to guess.

Post-it products are featured throughout the game -- for example, the Post-it Index Tab displays players' names and Notes are used to draw on.

The project is the agency's first work since being appointed in November as digital agency of record for 3M's consumer and office business. The agency has been charged with extending the appeal of Post-it notes beyond 3M's core business market and driving consumer retail sales.

Inge Jones, senior marketing executive for Post-it, said: "By bringing the brand's unique products and their benefits to life in a really fun, interactive way, for example with players drawing on the Post-it Note, the game does a great job of showing that Post-it has a note for everything."

InboxDMG is a member of Digital Marketing Group.