Smarties launches viral game as integrated campaign

LONDON - Nestle Smarties is launching a viral game as part of an integrated offline and online push for the new Smarties bars.

The game, called 'Supa Snooper' ties in with the Smarties Schools Tour, which has been developed with Emap's Smash Hits, and drives entries to a competition appearing in the magazine.

The competition offers the chance to become a junior music reporter with the magazine by submitting a report on a favourite star or gig. Also on offer are prizes of signed albums and the chance of a "Pop Act Meet and Greet" on the Smash Hits tour in association with Smarties.

The game is being promoted through a mailing to the Smash Hits email list and on the Smarties website.

It features a junior undercover reporter character called Jack, who, guided by the undercover Smarties, needs to complete a set of three challenges to get backstage at a gig.

In stage one, he needs to reach the backstage door by dodging a series of objects rolling down the fire escape, while picking up a camera, press pass and Smarties bar along the way.

He then has to dodge a star's bouncer and get a scoop by taking snaps of the mystery star in their dressing room. He finally faces a grilling from the star's manager to assess his musical credentials for backstage access to the gig and the star.

Rahul Patel, assistant brand manager for Smarties at Nestle, said: "The 'Supa Snooper' game aims to help build the credibility of Smarties among nine- to 11-year-olds and, more specifically, of the Smarties bar with 10- to 15-year-olds, as well as to drive trial and repeat purchase of Smarties products. The popularity of the internet among this target audience makes it an important medium to use in the campaign."

The game was designed and built by Hill & Knowlton Netcoms, the online communications practice of the international communications consultancy.

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