Nivea and the Metro(sexuals)
In the Netherlands Nivea has recently launched an online competition featuring an advergame where the action takes place in the metro.
Since the campaign it’s targeted at Dutch metrosexuals looks like the brand has decided to play on words… and the result it’s a straightforward, very simple, but apparently quite successful concept.
As I said, the game it’s extremely simple. You’re on board of a subway car and you have to push the brake at the right time, in order to stop the train exactly at the station. Seems to be easy, but it’s very hard (as you can see I stopped just in front of a landing field…).
Registration it’s mandatory to participate (but just name/surname/email), and if you want to play more than once you have to invite a friend to play as well. Brandactivation reports the game has been played 30.000 times on its very first day online (I’m quite impressed).