Bounty issues ‘10 tough tasks’ viral challenge with game by Inbox Digital

Bounty, the UK’s leading branded kitchen towel is supporting its high-profile above-the-line campaign, Bounty Decathlon, with a viral game (www.bountydecathlon.com) created by digital communications agency, Inbox Digital.

The Bounty Decathlon campaign aims to increase brand awareness, highlight the products’ multiple uses and key points of difference - its strength when wet and how it handles tough household tasks – and drive trial of Bounty with non-users amongst its core target audience of 25-45 year old women.

In the campaign, the ‘strong housewives’ – Brenda and Audrey, take on ten tough household tasks that Bounty is uniquely able to cope with to illustrate the products’ multiple uses.

Inbox Digital was tasked with devising a viral gaming solution which would support the above-the-line campaign, bringing it to life in an engaging interactive brand experience whilst driving traffic to the Bounty Decathlon website to encourage sampling and capture consumer data.

The Bounty Decathlon game uses the characters from the TV ads and 10 fun mini-games based on tough household chores - such as cleaning the toilet, BBQ, windows and pets - to illustrate the many uses of Bounty. With 30 seconds to complete each game, the player must complete each task as fast as possible obtaining a certain score in order to progress to the next level. At the beginning players are required to enter their age and sex and are also encouraged to pass the game on by ‘telling a housewife’.

Chris Allen, Section Manager, Health Baby and Family Care Western Europe, Procter & Gamble says “The Bounty Decathlon brings to life the main campaign idea and allows us to capitalise on the unique benefits of viral to engage consumers with the brand, encourage product trial and to learn more about our target audience.”

The Bounty Decathlon game is the latest viral game created by Inbox Digital for Procter & Gamble. Last year the agency created smash0hit Pan-European viral, King Kong Jump www.kingkongjump.com to promote Pringles’ on-pack tie in with King Kong. 

Here is the HTML email we designed and built to promote the game: