Procter Gamble Goes Mobile..

From Revolution Magazine P&G launches mobile videogame for Head & Shoulders.

LONDON - FMCG giant Procter & Gamble has launched a mobile video game to back its Head & Shoulders anti-dandruff shampoo brand.

The company has hired mobile marketing agency Aerodeon to create an F1-based racing game that is being promoted in the brand's TV ad spots in France.

Users can download the game from the French H&S website and upload their highest scores to win a prize. Players can race against seven other opponents on tracks such as Dubai, Hockenheim or Monaco and can receive bonuses if they catch Head & Shoulders shampoo bottles that are randomly placed on the racetracks. They get penalised if they hit the piles of dandruff.

The game is being promoted in France through a large media plan that involves embedded tags at the end of Head & Shoulders TV advertisements, inviting viewers to download the game by sending a text message to a shortcode.

Also, online banners allow web users to submit their mobile number and receive the game via WAP.

Banners and links on Orange's WAP portal, Orange World, will also promote the game. Antoine Leveque, Aerodeon France managing director, said: "This is a fantastic promotion, which is sure to prove very exciting for consumers. The new capability of mobiles is now opening the way for much more engaging campaigns that will help take mobile marketing to a new level."

Looks like P&G hooked up with an innovative mobile marketing company that thinks outside the box.