PRLog - July 16, 2010 - Reckitt Benckiser (RB), the leading global household, health and personal care company and parent of Veet, Vanish, Air Wick and other iconic brands, has become the first FMCG (Fast Moving Consumer Goods) company to launch a social media game on Facebook.
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".
Andraea Dawson-Shepherd, RB's global communications director, said: "Until recently, RB has focused communications on our enviable portfolio of iconic 'Powerbrands'. However, 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. 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 FMCG companies. We are looking to push the boundaries and find innovative, effective ways to communicate – particularly with the 18-30 age group. poweRBrands™
RB is already an award winner in the digital realm, having recently 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.
Andraea Dawson-Shepherd continued: "poweRBrands™
The game is supported by a Facebook fan page, 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™
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About Reckitt Benckiser
Reckitt Benckiser is a world leader in household, health and personal care. Headquartered in the UK with operations in 60 countries, it is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled.
Today it is the global #1 or #2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 40% of revenue comes from innovations launched in the prior 3 years.
It has a strong portfolio led by 17 global Powerbrands which include: Lysol, Finish, Cillit Bang and Dettol. Reckitt Benckiser's 17 global Powerbrands account for two-thirds of its net revenue.