The 'Pluck Lawro's Tash' game, which can be found at www.bbc.co.uk/fivelive/lawrotash, is being seeded virally to a user base.
It promotes the broadcaster's weekly Friday slot, in which he predicts the outcome of weekend games. It also aims to raise awareness of BBC Radio Five Live's main site, which lets online fans better Lawrenson's match predictions.
Cake New Media, the digital communications agency, has developed the game, in which users pluck Lawrenson's moustache hairs as they grow. It follows Lawrenson's prediction last season that football team Bolton would be relegated or he'd shave off his moustache, which he has since done.
Users must try to gain high scores by keeping Lawrenson's face free of hair. At the end of the game, they have the chance to win six Premiership tickets to see a team of their choice.
"The Lawrenson game aims to increase interest in the Five Live web site by giving it a new twist," said Jez Jowett, head of Cake New Media.
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