Pickwick Tea has decided to take another step in advertainment promoting its "Afternoon spirit" with an integrated campaign which takes advantage of a tv commercial and an advergame. As Emerce (in Dutch) reports, the campaign is a result of a cooperation among Framfab and .bone. The advergame allows users to win prizes and is working also from a viral perspective. The initiative, which will last until March 6th, is proving very successful, having already registered a 270 per cent traffic increase to Pickwick.nl site since its launch at the beginning of January.