Cleaning Becomes Entertaining and Social Through Virtual Gifts and
Game Challenges Featuring Bounty Paper Towel Products
REDWOOD SHORES, Calif.--(BUSINESS WIRE)--
Electronic Arts Inc. (NASDAQ:ERTS) today announced a collaboration with
Procter and Gamble to feature its Bounty® products in the popular
Playfish™ Restaurant City social game. Players will be able to
utilize Bounty products to further enhance their Restaurant City
gameplay experience and interactions with friends on Facebook®. The
collaboration will feature the integration of Bounty paper towel
products in fun and relevant ways and will feature product centric
in-game challenges.
In Restaurant City, players create and manage virtual restaurants
and employ their Facebook® friends as waiters and chefs. Players select
from a variety of themes, furniture and equipment to customize and
personalize their restaurants for a unique social gaming experience.
Players can also visit their friends' restaurants and trade culinary
ingredients to create tasty menus which guarantee their restaurant is a
virtual foodie favorite. Now Restaurant City players can use
special Bounty in-game products just as they would in real-life to make
sure their restaurants are in tip-top shape.
"Bounty recognized the unique opportunity to build brand awareness and
preference amongst the relevant and engaged player audience in Restaurant
City," said Dave Madden, Senior Vice President of Global Media Sales
at Electronic Arts. "This collaboration allows us to not only enhance
the gameplay within Restaurant City in an authentic way but also
provides Bounty with a vehicle to build brand affinity with Restaurant
City players."
"We are incredibly excited for Bounty to become an integral part of Restaurant
City during this campaign," said Ihsan Leggett, Assistant Brand
Manager for Bounty Paper Towels. "This is a big test for Bounty and P&G
as we look to see if we should make further investments into social
gaming. We expect great engagement from our consumers in Restaurant
City."
As part of this multifaceted campaign, Restaurant City players
that "Like" the Bounty Facebook page are rewarded with a decorative
Bounty Tower that when displayed in players' restaurants adds five
popularity points to their restaurants. Players will also be presented
with two "Bounty Challenges" that kick-start their cleaning quest and
opens the door to earning a special Bounty paper towel roll and a
dutiful Bounty Janitor to keep things spotless in their restaurants. In
the first Bounty Challenge, players are tasked with getting their
restaurants "Bounty Clean" by cleaning five messy spills. Upon
completing this task, players are awarded with a Bounty paper towel roll
that gives them the ability to clean their entire restaurant with one
mouse click. In the second Bounty Challenge, players are asked to use
their Bounty paper towel roll to clean their restaurants five times to
receive the services of the Bounty Janitor who can clean the restaurant
30% faster than a traditional Restaurant City janitor. The depth
of this integration has been designed to reflect the real-world
attributes of Bounty products in relevant ways for players within the
game.
Established in 2007 and acquired by EA in 2009, Playfish is the world's
#2 publisher of social games on Facebook with popular titles like Pet
Society™, Restaurant City, FIFA Superstars and Madden
NFL Superstars. To date, the robust roster of Playfish social games
have been installed more than 320 million times by millions of players
around the world on social platforms such as Facebook and others.
About Electronic Arts
Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive
entertainment. The Company's game franchises are offered as both
packaged goods products and online services delivered through
Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 100 million registered players and operates in
75 countries.
In fiscal 2011, EA posted GAAP net revenue of $3.6 billion.
Headquartered in Redwood City, California, EA is recognized for
critically acclaimed, high-quality blockbuster franchises such as The
Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass
Effect™. More information about EA is available at http://info.ea.com.
Playfish and Pet Society are trademarks of Electronic Arts Ltd. The Sims
and Need for Speed are trademarks of Electronic Arts Inc. Mass Effect is
a trademark of EA International (Studio and Publishing) Ltd. John
Madden, NFL and FIFA are the property of their respective owners and
used with permission.
Playfish
Tom Sarris, 415-578-3194
Director of Global
Communications
Tom.Sarris@playfish.com
or
Electronic
Arts
Denny Chiu, 650-628-9051
Manager — Corp Comm
dchiu@ea.com
Source: Electronic Arts Inc.
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