The game, 'Rocky R in Snowbirdin'', can be found on the . It is fronted by Rocky R, the cartoon face of the brand's recently launched television ad campaign, and aims to build and strengthen relationships with the eight- to 11-year-old audience during the festive season.
Players join Rocky R on a "snowboarding adventure" to pass a number of obstacles, collecting Rocky Bars along the way.
Digital agency DS.Emotion is behind the initiative as well as the main Rocky R website, and will be monitoring site traffic for the number of new members joining up to the site's Crunch Massive club.
It will also develop e-newsletters to contact new members and evaluate whether this results in an increase in site traffic.
The move is part of a wider strategy by Fox's to step up its digital strategy throughout 2005.
Ashley Bertram, senior brand manager at Fox's, said: "This new game is an extension of DS.Emotion's work for the Rocky brand by creating engaging digital experiences."
Bertram said that Fox's sees online games like 'Rocky R in Snowbirdin'' as an excellent medium to engage Rocky R with its core hard-to-reach and demanding eight- to 11-year-old demographic.
Chris Hassell, director at DS.Emotion, said: "It's exciting when brands recognise the power that online games have in building strong, lasting relationships. 'Rocky R in Snowbirdin'' will add to our increasing portfolio of games that we are currently developing for the youth consumer market."
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