Perfetti Van Melle has launched an online viral game ?Shineshah Challenge? & a ?Social Media Marketing initiative? on Facebook for Happydent chewing gum.
Happydent ?Shineshah Challenge? is an animated story which has a game integrated in it. The story revolves around a village where devil elephants take advantage of darkness of night to trouble villagers of khushalgarh.
They rob, beat & spread havoc among villagers but the turning point comes when ?Shineshah- the saviour elephant? comes to the rescue. From here the game starts and the player has to play the role of ?Shineshah? to find all 5 dark devils, capture and send them to jail.
The brand has been seamlessly integrated into the viral as the entire story has been developed around brand proposition that ?Happydent wave is a liquid filled gum and the fact that Happydent stands for a whitening gum?.
It is an extension of brand TVC which shows elephants enjoying splash of water from Happydent Wave. Since elephants are an integral part of TVC, animated versions of elephants were used in the viral. (You can have a look at the viral on http://www.happydent.in )
As per Happydent Brand Team, the Happydent ?Shineshah? viral will be promoted through a banner campaign on major sites. To create awareness about the viral, the Happydent Wave TVC will carry the site URL as scroller. In addition, the site has a contest running where the highest scorers can win PSPs & IPODs every week. Also, for the first time audience will have the option of viewing the viral in different languages.