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mobile technology

Gillette promotes Fusion ProGlide razor with mobile game

Gilette

Gillette has launched a game that invites mobile users to imitate the movement enabled by the brand’s latest Fusion ProGlide Flexball to win points.

Integrated into the Gameloft Advertising Solutions suite of games, the initiative gives players 30 seconds to move the Flexball to fire balls and smash as many bricks as possible. Available in Singapore, Thailand and Malaysia only, the campaign also airs the brand’s latest video ad.

“Gillette is a brand that prides itself on innovation in keeping up with consumers’ ever demanding needs and lifestyle. This absolutely includes our marketing strategies such as making use of highly engaging media and being at the forefront of the latest technologies on mobile advertising. Our collaboration with Gameloft is a great match in creating an innovative way of engaging today’s consumer,” said Stephanie Chan, brand manager at Gillette Southeast Asia.

François Munck, director of business development at Gameloft refers to the mini game as a “fun way to discover the brand”. And discover they will: Gameloft has a monthly global audience of more than 173m active players and an inventory of more than 10bn mobile impressions across the world.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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