Mktg – Durex: Click to donate condoms
Durex, the condom brand, is using Facebook to involve consumers in its World AIDS Day commitment – donating 50,000 condoms to NGOs in December.
It has launched a funny game, titled Bunny Blues, on Facebook, wherein users have to change the colour of rabbits – which pop-up in the game window – to blue by clicking on them.
The number of rabbits clicked is interlinked with the number of condoms donated. A user will get 60 seconds for a game session and on clicking 10 rabbits, the company will donate one condom.
The game, available as an application, has already contributed about 5893 condoms for donation.
Speaking to afaqs!, Vishal Vyas, group product manager, TTK LIG, says, “The application and game will serve a dual purpose. It will involve consumers in the condom donation process and also create awareness about the safe sex and Durex Jeans condom brand in a funny way.” The Durex Jeans brand, launched six months ago by TTK LIG, is targeted at the youth.
In India, 47 per cent users of Facebook.com are in the 15-24 years of age group, as per the data available on online audience monitoring website, Vizisense.com, for October 2009.
Vyas clarifies that the donated condoms will be handed over to a few NGOs, which will further approach the youth at various hangouts such as coffee shops and pubs to hand over the condoms to them.
The application is developed by a Bengaluru based digital agency, Geek, and will be promoted through banner ads on Facebook.com.
This is not the first time that a condom brand has leveraged the power of Facebook to engage the youth. A few months ago, JK Ansell, the company which owns the Kamasutra brand of condoms, created a funny pictorial application titled Find Your Rubber on Facebook.
The application allows a user to figure out which variant (intensive, flavoured or dotted) of Kamasutra condoms is suitable for him. The result of the quiz is based on the answers to eight different questions which asks users to choose their ideal job, fantasy love, best brief and favourite pass time.
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