The game will be seeded by Viralnet, the viral seeding division of Digital Marketing Group plc.

Gameplay for Santa’s Skittles is based on the popular pub game 'Bar Skittles' and uses the same rules and scoring system as ten-pin bowling. The player’s challenge is to launch a snowball in a clockwise direction around a pole to knock over penguins. To successfully knock over all nine penguins, the player must first hit the penguin furthest away. An animated 3D Santa interacts with the player, cheering them on when they knock penguins over and scowling when they miss.

LV= product benefits feature throughout the game and by entering their details players have the chance to win either a PlayStation 3 Slim Console with one game, three prizes of £50 worth of high street vouchers or three prizes of £25 worth of high street vouchers. Players can also invite their friends to play and start their own Santa’s Skittles private league.

Alan Lay, Web Content Manager at LV=, said: “The Reindeer Racer game that InboxDMG created for us last year was great fun and really popular, so we’re looking forward to even better results with Santa’s Skittles. Christmas should be a fun time of year and Santa’s Skittles brings a little extra cheer to our audience, creating a buzz and engaging them with the brand, then driving them to our website to show them how we look after what they love in life.”

Earlier this month, LV= launched viral game Shape Trace through InboxDMG, aimed at promoting its home insurance products.