Fat Face, the active lifestyle brand is set to launch an addictive new multiplayer viral game, Downhill Duel (www.downhillduel.com) as part of its drive to raise awareness of and push traffic to its new website (www.fatface.com), grow its customer database and ultimately increase sales.

In this captivating new game the player embarks on an exhilarating downhill mountain-bike race where the goal is to get down the track as fast as possible, boosting their speed by collecting Fat Face logos or pulling tricks. The player can set their own time or race against a friend.

As well as a call to action to race against a friend, the game links to the new Fat Face website and profiles of the inspirational Fat Face team riders. Players can also enter their details into a free prize draw for the chance to win one of 4 Kona Stunt Jumper bikes and the game will be pushed out to Fat Face’s existing email database.

Oli Christie, creative director at Inbox Digital says, ‘Fat Face is a quirky brand that’s all about fun, being fresh and active and having the spirit of adventure and passion to succeed. By combining mountain-biking - a core Fat Face sport – with stunning 3D effects, we’ve captured the essence of the Fat Face ‘active lifestyle’ proposition in a highly addictive game that will get players racing to pass it on to their friends, encourage them to visit the new site and allow Fat Face to capture important consumer data that will help them build their brand.”