3M is launching a multi-player viral game, ‘Draw It’ (http://www.postitgame.co.uk/) for its Post-it® Notes brand through InboxDMG, a member of Digital Marketing Group plc. The game will be supported by interactive banners and MPUs on 3M’s website, (http://www.3m.com/), and on Yahoo, MSN, Handbag.com and Cosmopolitan.

InboxDMG’s brief was to create differentiation, top-of-mind awareness and emotional engagement for the brand with females aged 25-45 that need to communicate and organise on a daily basis.

This is the agency’s first work since being appointed as digital agency of record for its Consumer and Office business in November last year, which sees it charged with extending the appeal of the Post-it ® Brand product range beyond the business audience to grow the retail channel.

In the game the player is invited to join a room where a countdown timer indicates when the next game is starting – at least two people need to be in the room for play to begin. The player’s challenge is to guess what is being drawn on a Post-it® Note by other players in the game - with up to ten players taking part per room. Game play starts with a Post-it® Note popping up to tell the players whose turn it is to draw. That player is then given a word to draw on the Post-it® Note, choosing their colour and line size etc. from the tool bar at the bottom. The other player’s challenge is to guess what they are drawing. After thirty seconds they get a clue - whoever guesses correctly gets ten points and the other players are then given ten seconds to guess too.

Each game has ten rounds and cumulative scores are displayed on a leader board, with the player with the most points positioned at the top. Post-it® products are featured throughout the game, with for example the Post-it® Index Tab displaying the player’s name and the Post-it® Note used for drawing on. In addition, information on the products and their benefits are interspersed in the game. Players are invited to tell a friend and can sign up for regular news and competitions.

Commenting on InboxDMG’s work, Inge Jones at Senior Marketing Executive for Post-it® Brand said, "By bringing the brand’s unique products and their benefits to life in a really fun interactive way, for example with players drawing on the Post-it® Note, the game does a great job of showing that Post-it® has a note for everything. The ads mirroring the game-play give a flavour of the game and encourage click through to play the full version. And the clever game play will create a lot of eyeball time for the brand, with the ranking helping to build a whole community who will get to know the Post-it® brandbrandby playing over a period of time. "