Crusha's integrated agency Brahm has created an online cow-racing game called ForMOOla 1, which features the cow character from Crusha's advertising.
The competition will be promoted across 1m packs of chocolate, banana, lime, strawberry and raspberry-flavoured Crusha packs of milkshake mix, which will be available from supermarkets this month.
Consumers who buy the product will get 拢5 off a 拢39.99-priced gaming title at Game, the chance to win one of 20 PSPs, and the chance to win 10 runner-up prizes of 拢30 Game vouchers every week.
To access the ForMOOla 1 game, consumers must enter a code displayed on packs of Crusha. The online promotion goes live on September 19 and will run for 20 weeks.
"We're really excited about this promotion," Crusha brand manager Louise Vickers said. "Brahm has used the high-profile cow icon to produce a games-inspired promotion that's great fun, gets kids interacting with the brand and offers superb prizes."
Brahm worked alongside Parallel Promotions to develop the partnership between Crusha and Game.
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