Reckitt Benckiser Launches ‘poweRBrands’ Facebook Business Game
PARSIPPANY, N.J., July 15 /PRNewswire/ — Reckitt Benckiser (RB), the leading global household, health and personal care company (with U.S. headquarters in Parsippany, NJ) and parent of Clearasil, Lysol, Woolite and other iconic brands, has become the first FMCG (Fast Moving Consumer Goods) company to launch a social media game on Facebook. poweRBrands(TM), aimed at 18-30 year olds, is designed to mirror the real-life experience of being a marketing executive in a leading edge company such as RB. By joining the “virtual RB” as a marketing executive, the player progresses through a combination of tasks and teamwork, and climbs the corporate ladder to eventually become global “President”.
poweRBrands(TM) has been developed in partnership with Euro RSCG Riley and Nudge Social Media. It’s the first Facebook game of its kind, giving the player the unique opportunity to test their marketing and business ability, learn strategy and decision-making skills, and be introduced to the unique culture and challenges that face RB marketers every day.
Andraea Dawson-Shepherd, RB’s global communications director, said: “Until recently, RB has focused communications on our enviable portfolio of iconic ‘Powerbrands’. However, over the last two to three years we have been developing a series of initiatives to reach out to talented students and people early on in their career. We aim to show them how RB operates, demonstrate the global nature of our operation, and underline the RB culture and how it differs from most FMCG companies. We are looking to push the boundaries and find innovative, effective ways to communicate – particularly with the 18-30 age group. poweRBrands(TM) is a great way to demonstrate, in a fun environment, the exciting opportunities that RB offers. The game is the logical ‘next step’ in building a strong online presence and it’s totally in keeping with our commitment to continuing innovation.”
RB is already an award winner in the digital realm, having recently been recognized for Best Use of Social Media at the Recruitment Advertising Awards and Best Website for organizations recruiting fewer than 100 graduates by the Association of Graduate Recruiters. The group’s campaign was also nominated in this year’s Digital Marketing Awards and CIPD Awards.
Andraea Dawson-Shepherd continued: “poweRBrands(TM) is part of a serious initiative to make learning about our industry and marketing both relevant and fun. It is not a direct recruitment tool, but is a great way to introduce students and early careers sales people and marketers to our culture – and we hope that some of them may look further at our website and other career information. Facebook is a natural home for poweRBrands(TM) – it is the fastest growing social network site and, like RB, a truly global phenomenon. We hope that the lure of fun challenges, tasks and the competitive element of playing with your friends and colleagues will prove a real draw.”
The game is supported by a Facebook fan page, also developed in partnership with Euro RSCG Riley, where players will be able to exchange news, and catch up on game changes and innovations. They’ll also be able to give feedback, provide ideas for new themes, and get all the latest information on poweRBrands(TM). Players who want to learn more about RB can link to the careers website at www.rb.com.
The poweRBrands(TM) game is already live on Facebook, and an online U.S. marketing campaign will kick off in late-August into September, which will include ad spots for the game on sites such as Facebook, LinkedIn and Yahoo! HotJobs (which was recently acquired by Monster.com).
poweRBrands(TM) has been developed in partnership with Euro RSCG Riley and Nudge Social Media.
About Reckitt Benckiser
Reckitt Benckiser is a world leader in household, health and personal care. Headquartered in the UK with operations in 60 countries, it is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled.
Today it is the global #1 or #2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 40% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands which include: Lysol, Finish, Woolite, Clearasil, Mucinex and French’s. Reckitt Benckiser’s 17 global Powerbrands account for two-thirds of its net revenue.
SOURCE Reckitt Benckiser