Kleenex releases Facebook game to promote hay fever campaign
Kleenex has turned to Facebook’s newsfeed as part of its hay fever campaign, with the release of a social media game on the platform.
Created by We Are Social, the game aims to drive awareness of the Kleenex hay fever campaign and challenges users to empty a box of tissues as quickly as possible. The game can be shared through the user’s newsfeed, without any need to visit the tab, and allow Friends to compare scores.
All campaign activity will feature the tagline: ‘Care for your nose this hay fever season’.
Additional activity on Facebook will include a competition to win hay fever care kits and other weekly prizes, as well as a UK pollen counter and professional hay fever advice.
Experiential activity will also take place across 20 supermarkets, while the brand is to sponsor the weather segment of Capital FM and Heart FM’s drive-time shows.
Tarryn Blackwood, senior account manager at We Are Social, explained: “This development takes Facebook advergaming to a new level. Enabling users to play the game without leaving their newsfeeds will lead to a much higher take up than through the standard process of accessing a game through a brand page - boosting Kleenex’s Facebook engagement during the hay fever campaign.
“Kleenex is a forward thinking brand which has always been open to new ideas, and now it’s pioneering this new approach to advergames. We expect other brands will be watching with interest and following suit over the next few months.”
Johnny Poole, from Kleenex commented: “Facebook page is a key tool for us to reach out and offer advice to hay fever sufferers during this crucial time. By giving them the chance to take part in a bit of light-hearted fun we’re also providing our fans with a useful source of hay fever related information.”
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