| Paradox Studios chief marketing officer Salil Bhargava
said, "As demonstrated by our alliance with KPS Films' Jurm,
Paradox is always game to explore revolutionary new strategies to
market its latest titles. As the first ever mobile game to promote
a brand campaign, ‘Thums Up Everest Challenge’ gives millions
the opportunity to experience the thrill of the adventure contest
from the comfort of their mobile phones. The game’s release marks
the beginning of an era where mobile games are seen as a powerful
medium to generate nationwide brand awareness."
Talking about the tie-up, Coca-Cola India vice president marketing
Vikas Gupta said, "We’re glad to be a part of this unique
endeavor. Based on the actual challenge, the game goes well with
Thums Up's association with extreme sports and its popularity amongst
the youth. We’re confident that the game, with its thrilling
and addictive content, will definitely spark an interest about the
challenge among the large mobile user populace in India."
To broaden its appeal and achieve maximum exposure for the Campaign,
the Thums Up Everest Challenge’ game is currently available
for free on the Reliance India Mobile network.
|
Mobile
games have now emerged as the latest tactic to be employed in promoting
brand campaigns. ‘Thums Up Everest Challenge’ is the world's
first ever mobile game to be used as a promotional tool. Made available
to the 10 million subscriber base of the Reliance India Mobile network,
the game sports a contest that promises the winner a Royal Enfield
ThunderBird specially customised for Thums Up.