2014

'PoweRBrands' Facebook Business Game Launch - A New Way to Experience Corporate Life

LONDON, July 14 /PRNewswire/ -- Graduates and undergraduates with a zest to test their marketing performance and business brains will have the chance to flex their "virtual" strategic prowess - thanks to the latest release of a brand new social media Facebook game called poweRBrands™.

The first Facebook game of its kind, poweRBrands™ comes from those innovative marketing people at Reckitt Benckiser (RB) - the leading global household, health and personal care company.  poweRBrands™ has been developed in partnership with Euro RSCG Riley and Nudge Social Media.

The game is aimed at 18 – 30 year olds, is designed to mirror the real life experiences of being a marketing executive in a leading edge company and introduces the unique culture and challenges that face RB marketers every day.

Once players have signed up in Facebook they then begin their progression from 'green' marketing executive to global president.  How well they do is entirely driven by the strategic choices and tactical decisions players make along the way as they move up the corporate ladder.  Tasks get progressively harder and points more difficult to accrue to make players really think about the decisions and risks they are taking as they move from task to task.

BA Hons in English Literature graduate Jess Chivers who has just become a player said: "I'm currently just doing my Msc Marketing dissertation and I really enjoy problem solving and the advanced marketing strategy simulation competition on my course. poweRBrands™ really reminded me of this and I find the game surprisingly addictive."

Postgraduate games player Alexandra McGoldrick also near completion of her Msc Marketing course reports that  poweRBrands™ is full of challenging surprises and definitely compelling play. "I really like the 'brain' graphics and emails which show how difficult the tasks are.  The 'phone calls' are a neat feature too.  There is great satisfaction in doing well and getting the points as you go through the tasks," said Ali  

Anna Moulton, Northern European Regional HR Director said:  "Until recently, RB has focused communications on our enviable portfolio of iconic 'Powerbrands'. However, over the last two to three years we have been developing a series of initiatives to reach out to talented students and people early on in their career. We aim to show them how RB operates,  demonstrate the global nature of our operation, and underline the RB culture and how it differs from most other fast moving consumer good (FMCG) companies. We are looking to push the boundaries and find innovative, effective ways to interact with the 18-30 age groups. poweRBrands™ is a great way to demonstrate, in a fun environment, the exciting opportunities the company offers. The game is the logical 'next step' in building a strong online presence and totally in keeping with our commitment to continuing innovation."

RB is already an award winner in this area having recently been recognised for Best Use of Social Media at the Recruitment Advertising Awards and Best Website for organisations recruiting fewer than 100 graduates by the Association of Graduate Recruiters. The group's campaign was also nominated in this year's Digital Marketing Awards and CIPD Awards.

Moulton continued: "poweRBrands™ is part of a serious initiative to make learning about industry and marketing both relevant and fun. It is not a direct recruitment tool, but is certainly a key part of our profile raising activity and a great way to introduce students and early careers sales people and marketers to our culture.  We certainly hope that it may encourage some of them to look further at our website and other career information.  Facebook is a natural home for poweRBrands™ – it is the fastest growing social network site and, like RB, a truly global phenomenon.  We hope that the lure of fun challenges, tasks and the competitive element of playing with your friends and colleagues will prove a real draw."

The game is supported by a Facebook fan page, also developed in partnership with Euro RSCG Riley, where players will be able to exchange news, and catch up on game changes and innovations. They'll also be able to give feedback, provide ideas for new themes, and get all the latest information on poweRBrands™.   Players who want to learn more about RB can link to the careers website at www.rb.com

Currently running in beta form, the game is already up on Facebook and is being road tested by a small group of invited Facebookers.  The game goes live with an online marketing campaign running across the summer and into the autumn, kicking off on July 19 which will include ad spots on Facebook and other sites such as Techliment, Adknowledge and LinkedIn.  

Nudge Social Media's Creative Director Stephen Folkes commented: "poweRBrands™ is different from other games as it has the key aspect of cerebral decision making – it's not just a case of hitting a button to advance, you need to make the right decisions and really think on your feet.  I think players will enjoy the challenge we've created for them, and find that they learn things along the way as part of the experience".

Rupert Grose CEO of Euro RSCG Riley commented: "poweRBrands™ is a first in the field of recruitment communications and a natural continuation of the award-winning careers website and Facebook page that we've developed with RB over the past two years. It will play a major role in raising awareness of RB as a brand, the challenging careers it offers, and as an employer of choice amongst this target audience."

For further information contact:   Penny Roberts/Sally Ann Wilkinson on 0208 899 6110

Reckitt Benckiser:

Reckitt Benckiser is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled.  Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 42% of net revenue comes from an average of 35% of innovations launched in the prior 3 years. It has a strong portfolio led by 17 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex and French's, and they account for over two thirds of its net revenue. Reckitt Benckiser people are at the heart of the company's success. They have an intense drive for progress and action and a desire to outperform wherever they focus, including in CSR where the Company has the most ambitious corporate responsibility programme in the industry through its Carbon 20 initiative. Headquartered in the United Kingdom, the Company employs 24,900 people worldwide, with operations in 60 countries and sales in 180 countries. For more information visit RB.COM

SOURCE Reckitt Benckiser



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