Unilever has reached a global partnership with casual social games company King.com to advertise its Surf laundry detergent brand through an in-game partnership on Bubble Saga.
Through the partnership, King.com has created a branded version of its popular Facebook game Bubble Saga. The game sees the introduction of a new character, Surfy, who is standing in for the Bubble Saga Princess.
Bubble Saga players will be able to visit ‘Planet Surf’ where they can earn a free Surf-branded booster to help them complete levels in the game, with the option of earning extra lives by watching a Surf video ad.
The Surf campaign will run for six months and will be available in Argentina, Brazil, Chile, Australia, New Zealand, France, UK, Thailand, Turkey, Philippines and Romania. It will be cross-promoted across King.com’s full network of games.
“We were glad to have found Bubble Saga as a partner for the launch of our new brand character Surfy, being a good fit with our consumers who love to enjoy some moments of delight in their everyday,” says Unilever Surf global brand manager Daniel Kery.
According to King.com, Bubble Saga attracts 3.5 million monthly active users, three quarters of which are women and half of those between the ages of 31 and 50.
“Bubble Saga is a natural fit with Surf, given its high number of female players and high levels of user engagement,” says King.com chief marketing officer Alex Dale. “We are able to provide a safe and fun location for consumer brands to engage with a large female audience in an innovative, dynamic and accessible way.”
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