The campaign, created by digital marketing agency HyperlaunchDMG, is designed for both adults and children and gives players the chance to win a discount when they buy the DVD.
The game challenges players to blow the moustache off popular character Mr Pontipine with a bellows-like device by building up power and aiming at the most effective trajectory. Anyone who blows it more than 50m is then directed to a discount page on .
The viral's aim is to generate a buzz around the DVD release with pre-schoolers and their parents. It will be spread via parenting sites alongside content, competitions and features.
HyperlaunchDMG is also running a social media campaign that will target parents where they comment on, chat and discuss brands, products and offers.
Jon Morgan, managing director at HyperlaunchDMG said: "We’re driving the target audience through to a fun game that will engage kids with the DVD and the 'In the Night Garden' brand and offers parents a real incentive to buy a copy."
In the Night Garden
HyperlaunchDMG creates viral to promote new BBC DVD
LONDON - BBC Worldwide has released an interactive viral game to launch the latest DVD of kids show 'In the Night Garden'.