This week marked the launch of eatery chain Swiss Chalet’s new Dine in 15-minute Lunch Guarantee menu and the multimedia campaign uses online games, street teams, a contest and viral components to get its speedy message out. And to up the fun around the campaign, Vaughn, ON-based agency Millenium launched a Pacman-style online game that has quirky office types trying to get in your way as you try to dash out for lunch at Swiss Chalet. Mediaedge:cia handled media for the campaign.

‘There are a lot of different character types in the game that you would typically see in an office,’ says Brad Snyder, partner at Millenium. ‘There’s Bob, the nosy temp and the demanding boss, Mr. Parker.’ Snyder says the game’s fun and interactivity increases user interaction with the brand and folks who play the game are typically playing for up to seven minutes. Post-play, users can enter a contest to win lunch. A draw gives away five lunches daily to all those playing the day before. A viral component also spreads the word. Since launch earlier this week, Snyder says tens of thousands have played the game and he expects more as the two-month long promo continues.

Throughout the GTA, No Time to Waste street teams, clad in promo-related gear are also spreading the word and rewarding the speedy. ‘Consumers can win a free lunch – completely random prizes handed out on a surprise basis for those who are fastest at something [such as] emerging from the subway or parking on the street downtown after 9:00 a.m.,’ says Snyder. The street teams engage the public with their branded message: ‘You’re the fastest. Do you know what else is fast? Swiss Chalet’s new Dine in 15-minute Lunch Guarantee menu.’ In addition to the lunch coupons, the teams also hand out branded post-its and swag to draw folks to the game.

Other executions include web and radio ads, an office free lunch contest with partner CHUM-FM, plus POS material at Swiss Chalet dining rooms nationally.