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Wagon Wheels to launch alien game using Bing Maps


By The Drum Team | Editorial

May 8, 2012 | 2 min read

Wagon Wheels is hoping to appeal to teenagers with the launch of an alien-themed treasure hunt game on Bing Maps.

The game launches tomorrow alongside a cinema and digital campaign which follows three teenagers who believe Wagon Wheels contain 'Martian Mallow' and are on a mission to blow the lid on the alien conspiracy.

Teens will be prompted to take part in the ‘detective’ style game through a series of clues, which will be communicated via a simulated MSN Instant Messenger.

Their mission is to help Ben, one of the three teenaged characters, discover the origin of the Wagon Wheel’s marshmallow filling.

Players will use Bing’s mapping technology (satellite and information pinning) to find clues and prizes hidden around a map of the UK. They will be able to interact with other players through MSN and their Facebook page – and through a bespoke Wagon Wheels investigation hub.

Aaron Robb, digital planner at UM London, said "Our Bing game allows teenagers to get completely immersed in the Wagon Wheel’s ‘The Truth is In There’ campaign, and gives them the chance to play their own part in the mission.

"We have used a range of digital platforms to involve our core audience – and will be using Microsoft Hotmail and Live Messenger to extend our reach to our core teen audience."

Simon King, head of marketing at Burton's Biscuit Company, added: "‘Our ‘The Truth is In There’ campaign, running across digital and cinema, has prompted huge levels of engagement amongst our teenage audience.

"The Bing partnership takes things a step further and allows our audience to join the investigation alongside the stars of the wider campaign. We can’t wait for the results."


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