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Nivea and the Metro(sexuals)

November 1, 2007 at 10:41 by Martina Comments

In the Netherlands Nivea has recently launched an online competition featuring an advergame where the action takes place in the metro.
niveametro.jpg
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…).
niveametro2.jpg
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).

3 Responses to Nivea and the Metro(sexuals)

  1. Rocco says:

    This campaign is made by dutch agency Qi. The 30.000 figure is not for a day, but for a week. Where these visitors came from (viral, paid-media, regular visitors) is not communicated.

  2. Ed Wood says:

    I tried to play but it looks too complicated, an advergame like this should be “everyone’s win”style i think. And why I can’t play more than once?

  3. Ruben says:

    These visitors came from viral, radio, TV and regular visitors. So I am not very impressed by the 30.000 plays. My opinion is that the game has no ‘fun-factor’. The only thing you have to do is push the break and wait if you’ve won… Not really entertaining.

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