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3M launches Post-it Notes game through InboxDMG


By The Drum Team, Editorial

March 12, 2009 | 2 min read

3M is today launching a multi-player viral game for its Post-it Notes brand through InboxDMG.

Inbox's brief was to "create differentiation, top-of-mind awareness and emotional engagement for the brand with females aged 24-45 that need to communicate and organise on a daily basis".

The 'Draw It' game challenges a player to guess what is being drawn on their opponent's Post-It Note - the game prompts a player on what to draw by suggesting a word at the start of their match - and gives the guessing player a clue about the answer after 30 seconds.

Post-It branding is used throughout the game, which has 10 rounds and can be played by upto 10 players in any one game room, and players are invited to tell friends and can sign up for regular news and competitions.

It is the agency's first work since being appointed as digital agency of record for 3M's Consumer and Office business last November, when it was charged with extending the appeal of the Post-it product range beyond the business audience.

Inge Jones, a senior marketing executive for the Post-it brand, 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."

Inbox, part of the Digital Marketing Group, has offices in Swindon and Bristol.

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