Reckitt Benckiser expands marketing initiatives with PoweRBrands

PARSIPPANY, N.J. Reckitt Benckiser on Friday announced the launch of what may be the first social media game on Facebook to promote specific brands.

The game PoweRBrands, targeted toward 18 to 30 year olds, is designed to mirror the real-life experience of being a marketing executive in such a leading edge company as RB.  By joining the “virtual RB” as a marketing executive, the player progresses through a combination of tasks and teamwork, and climbs the corporate ladder to eventually become global “president.”

PoweRBrands has been developed in partnership with Euro RSCG Riley and Nudge Social Media. It’s the first Facebook game of its kind, giving the player an opportunity to test their marketing and business ability, learn strategy and decision-making skills, and be introduced to the unique culture and challenges that face RB marketers every day.

“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,” stated Andraea Dawson-Shepherd, RB’s global communications director. “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 'fast-moving consumer-goods' companies,” she said. “The game is the logical ‘next step’ in building a strong online presence and it’s totally in keeping with our commitment to continuing innovation.”

RB already is an award winner in the digital realm, recently having been recognized for best use of social media at the Recruitment Advertising Awards and best website for organizations 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.

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 RB.com.

RB’s portfolio of products includes 17 global “powerbrands” including:  Lysol, Finish, Woolite, Clearasil, Mucinex and French’s.  Reckitt Benckiser’s 17 global Powerbrands account for two-thirds of its net revenue, the company stated.