Reckitt Benckiser looks to 'thrill' consumers

PARSIPPANY, N.J. — Reckitt Benckiser on Tuesday announced the launch of Urban Thrill, an online free runner-themed game available on RB.com for free.

The game allows users to mimic the fast-paced, risk-taking and dynamic environment of the consumer packaged goods company by completing free runner challenges across nine countries. The launch of Urban Thrill is a significant component of RB's corporate brand campaign, the company stated, which was designed to create awareness among graduates and people early on in their business careers.

Free running is a form of urban acrobatics in which participants, known as free runners, use the city and rural landscape to perform athletic movements through its structures.

The game allows a global team of free runners to complete challenges over nine of the world's most dynamic urban settings, including cities throughout Europe, Brazilian cities in South America and cities in the United States in North America.

The game and characters will be branded with RB and its 19 Powerbrands, including Lysol, Finish, Durex, Frank's Red Hot Sauce, French's and Clearasil.

The game concept was developed in partnership with The Workroom and viral game and social media specialists Tamba, who also designed and built the game. They used free running professionals as official consultants.

"Urban Thrill is a dynamic online game [that] takes the essence of the Arts of Movement and applies that same spirit as a metaphor to describe what it's like to work at RB — a unique and trail-blazing company with fantastic brands that provides an inspiring work environment of self-expression and tenacity to all of its employees each day," Brendan Riley, free runner ambassador from EMP Parkour, said.

The game builds on past successes of a number of RB's social media initiatives. Last year's success of the "poweRBrands" game on Facebook showcased how social media games are a great way to raise corporate brand awareness among graduates and early careerists. The game enabled players to work in a consumer goods company and rise to become global president. Urban Thrill can be found on RB.com/UrbanThrill.

"RB has a unique culture that's most suitable for adventurous young professionals who enjoy freedom to act, coupled with a fast-paced and agile environment," stated Rob de Groot, RB's EVP North America and Australia. "Our decision to use an extreme sport like free running to capture the essence of working at RB underscores our desire to showcase the spirit of our corporate culture in a fun way. To continue our rapid global growth, we're always looking for ways to increase brand awareness among the next generation of young professionals."

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