To obtain the game consumers need to submit via SMS promotional three codes found under the lid. They will then be able to obtain one of five EA games, including Space Invaders, Rainbow Island, Super Puzzle Bobble, Arkanoid and Volfied. It was created by Billington Cartmell.
Unilever claims the campaign, which will run on 20m packs throughout Europe, is one of largest of its kind to run across the region. It is also the first time EA has produced content for use in a promotion.
Speaking about the campaign Pot Noodle marketing manager Cheryl Calverley said: "This is the first time Unilever have branched out into the mobile gaming world in one of the companies largest on pack promotions. This extensive promotion with EA Games gives the Pot Noodle fans that quick fix of classic gaming, just as satisfying as tucking into a tasty Pot Noodle."
This is not the first promotion Pot Noodle has run this year. In May it launched an campaign targeting the festival circuit. The creative involved a mobile kebab van that entertained festival goers with samples and the ‘Chilli Challenge' where they to taste a series of chilli sauces in order to win a ‘Bling Belt'.
The brand's last major promotion was last year's , which helped Unilever win the Brand of the Year award at this year's ISP awards.
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