An email will be sent to 1,000 students and 4,000 men and women aged
between 18 and 30 in the UK this week to coincide with a £3.5
million relaunch of the dessert brand.
Recipients will be invited to click through to a microsite created for the promotion (www.mullerice.com), where they can play a game and enter a competition to win one of five white-water rafting afternoons.
The campaign was created and produced by interactive marketing firm Creative Intellect.
Ben Ahluwalia, chief executive at Creative Intellect, said: "We came up with a fun online game that follows on from the successful Mullerice TV ad.
"Our game emulates a slot machine, complete with a one-armed bandit. It introduces our new fictional characters - Mandy Muller and Rick Rice."
The campaign kicks off the company's marketing campaign to promote Mullerice's redesigned packaging and four new flavours.
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