J&J promotes toddlers’ bath line with online game for mums
A novel promotion for Buddies - Johnson & Johnson's newest line of bath products for toddlers - came out of the consumer insight that the most enthusiastic players of online games are actually young adult women. This reality was cited in a recent study by the Consumer Electronics Association, which stated that fully 65% of American women 24-34 are regular online gamers.
That's why Ottawa-HQ'd Canadian advergame pioneers Fuel Industries designed J&J's Buddies Scrubbies game. It's meant to be played by busy mothers after bath-time and lights out for the little ones, says Fuel CEO/CCO Mike Burns. 'What we're doing with this game is the same thing we do with every game we develop - create a virtual interaction with the product. But we chose to do it in a remarkably different way (because) women usually prefer non-violent play. ... I think Buddies Scrubbies will open the door for more emphasis on targeting a female demographic through advergaming in the future.'
Mothers can find the game online at http://www.johnsonsbuddies.ca
A novel promotion for Buddies – Johnson & Johnson’s newest line of bath products for toddlers – came out of the consumer insight that the most enthusiastic players of online games are actually young adult women. This reality was cited in a recent study by the Consumer Electronics Association, which stated that fully 65% of American women 24-34 are regular online gamers.
That’s why Ottawa-HQ’d Canadian advergame pioneers Fuel Industries designed J&J’s Buddies Scrubbies game. It’s meant to be played by busy mothers after bath-time and lights out for the little ones, says Fuel CEO/CCO Mike Burns. ‘What we’re doing with this game is the same thing we do with every game we develop – create a virtual interaction with the product. But we chose to do it in a remarkably different way (because) women usually prefer non-violent play. … I think Buddies Scrubbies will open the door for more emphasis on targeting a female demographic through advergaming in the future.’
Mothers can find the game online at http://www.johnsonsbuddies.ca
