Campbell's cooks up mobile game

In an effort to reach the coveted 18-34 market, the Campbell Soup Company recently partnered with VirTu Mobile, a mobile media company, to produce a 3D snowboarding game to promote Campbell's "Soup at Hand" brand, VirTu announced Wednesday.

The game, "Soup at Hand Snowboarding," has players snowboard down the slopes, accruing points by doing tricks and collecting Soup at Hand containers, which also extend the length of the game. The game is hosted on Soup at Hand's Web site, and promoted by banner ads on that site and on www.bonus.com, a mobile game developer who produced the game for VirTu and Campbell's. It is not hosted on Campbell's main page, and the Soup at Hand site is not linked from the main Campbell's page.

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