CAMPAIGN-I: Glaxo SmithKline to place Aquafresh ad in Playjam TV game

Glaxo SmithKline has signed a major game-sponsorship deal with

Static, which will see the healthcare company place an Aquafresh

Toothpaste-branded game on Playjam, Static's interactive gaming


The Aquafresh game is expected to launch on Playjam over the next week

and is the first time that a product's brand has been so fully

integrated with the game graphics. It is based on Playjam's 'Push My

Button' game and the Aquafresh brand has been integrated into the quiz


The deal, which was negotiated by MediaCom, will also use the platform

to gather user data. Each gameplay is expected to last between six and

seven minutes.

Colin Cardwell, the media sales manager at Playjam, said: 'Glaxo

SmithKline is recognised as a innovator and now it has first mover

advantage. We have a number of other campaigns planned, but the

Aquafresh game will be the first.

It takes time for any new medium to be established, especially one as

different as Playjam. Both teams at Glaxo SmithKline and Media- Com have

been very supportive, recognising the potential of Playjam and the need

to be flexible.'

In March, Playjam became the first interactive television channel to be

measured by Barb. The monitoring began in the week commencing 19 March,

and the ratings suggested that during that week Playjam enjoyed more

viewers than channels such as E4, the Box and MTV on the Sky Digital

platform, with an average daily reach of 4.6 per cent.

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