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Gripfill game goes for cowboy builders

Adhesives and sealants brand Gripfill has launched its latest campaign; a free-to-download mobile game called ‘The Attack of the Shoddy Builders’.

Gripfill game goes for cowboy builders

The interactive game sees the Gripfill Girls come under attack from cowboy builders using inferior gap filling adhesives. Gamers play to protect their van by shooting as many flying bricks as possible with a Gripfill gun.

The campaign is being promoted on pack and includes a live online leader board and numerous prizes for top scorers, including an iPhone, merchant vouchers plus a year’s supply of Gripfill.

The promotion is being rolled out on 1.2 million packs now until the end of October and is being supported with a heavyweight advertising and PR campaign.

Jon Griffiths, product manager for Gripfill, says: “The campaign targets tomorrow’s consumers through viral and mobile gaming. The aim of the promotion is to build brand recognition and loyalty with today’s young tradesmen and apprentices while continuing to engage with existing Gripfill users.”

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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