Santander promotes UK launch with Red Brick game
Santander aims to raise awareness of its brand in the UK with a problem solving mobile and online game.
The Spanish bank started rebranding Abbey and Bradford & Bingley branches as Santander last week, and it has already launched an advertising campaign featuring Lewis Hamilton to raise awareness of its UK launch.
The 'Red Brick' game, created by Marvellous, references the bricks in Santander's TV ad and tests players in their ability to build a bridge. It can be played on iPhones and other mobiles and through a Facebook widget.
Keith Moor, director of brand and communications at Santander in the UK, said: "This is the first time we have produced anything like this for use in a campaign. The development of the Red Brick game is a clear demonstration of Santander’s forward thinking approach to media as we continually seek out new and unique ways of engaging with our customers."
Jon Carney, founder and CEO of Marvellous, said the game is a clever opportunity for Santander to engage with consumers and increase awareness of its brand.
"Social channels offer a great way for brands to cut through with their message in surprising ways," Carney said.