Boots promotes Clearasil with online snow-boarding game

Boots Healthcare International has launched a 3D game to push its Clearasil range. The multi-player 3D snowboarding simulation, operating in 25 countries including the UK, uses geo-targeting and content management tools, so players will see a specific version of the game based on their location.

The game follows the success of Flash-based Neurofen Relief Racer. Andy Sarfas, head of e-business at Crookes Healthcare, the UK division of BHI, said: "We are investigating online placements for interactive skyscraper versions of the game. This gets greater response than static ads. We will launch competitions although, by its interactive nature, the game develops a life of its own without promotion.

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