Reckitt Benckiser (RB), a leading brand in household, health and personal care, has received more than 100,000 visits to its UrbAN THRILL free running game, designed to create awareness of the company among graduates and those early in their business careers.

It follows the success of RB’s game poweRBrands last summer, which made the list of most played Facebook games and is the latest in a series of initiatives to improve the recall of the brand among key target recruitment audiences.

Claudia Bach, corporate brand marketing and PR manager, told Recruiter that while poweRBrands is designed to show future talent how RB thinks and inform them about the practical sales and marketing roles “in a fun way”, UrbAN THRILL has a different role. “It reflects RB core values and culture,” she said. “It showcases the spirit of our fast pace, challenging and dynamic environment but also in a fun way. At RB we believe that the right games are definitely an innovative, creative and proven tool to raise awareness and this is the primary purpose of the game we’ve just launched.”

The game is based on the growing sport of free running, which is where individuals perform a range of acrobatics and athletic movements around cities or rural landscapes. RB says that like free running itself, the game is designed to push players to the outer reaches of their ability and rewards them with their sense of achievement.

A global team of free runners complete challenges over nine of the world’s most dynamic settings and catch kites located in hard-to-reach places. Its corporate brand and 19 of its major brands including Finish, Dettol, Air Wick, Durex, Vanish and Nurofen are visible in the game. The game is supported by a social media strategy targeting relevant gaming portals, groups and communities.

Bach explained that those who sign up for the newsletter will receive regular news about RB and details on job opportunities. She added that it is more a fun game than a recruitment tool and is less business-based than PowerBrands. “It is not designed to help determine if someone is a good fit to RB; however, we do hope that it will underline the fun, but competitive and global nature of the company,” she said.

RB was recently named a top FTSE company when it comes to using new media. The game was developed in partnership with The Workroom and the viral game and social media specialists TAMBA. Free running specialists were used as official consultants in building the game.
www.rb.com/urbanthrill