The Drum Awards Festival - Official Deadline

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By John Glenday, Reporter

January 16, 2012 | 1 min read

Mentos, the mint brand, has carved out an oddball niche for itself on social media with the launch of an oddball ‘Spider Swiper’ game which encourages gamers to punch a range of arachnids.

The free game is based on a year old ad from BBH London which depicts a man being flung around his living room by an eight legged critter.

This scene prompted demands from fans of the ad for the opportunity to get their own back on the scurrying creature by engaging in a series of man to insect duels, as you do.

Developed by Graeme Devine the resulting game invites arachnophobes to swipe their way past six levels of spiders by moving an on screen fist to connect with their chosen spider.

At no point in the game is the word Mentos mentioned, a deliberate tactic which helps draw in the target younger demographic .