The game is part of a marketing push for the relaunch of Crusha, and is based on television advertising for the brand, created by Walsh Trott Chick Smith. Along with the online game, there is an interactive television campaign where viewers can play the Crusha Cows game on Sky.
The target audience for the brand is 10- to 15-year-old boys. It has an option where players can "cheat" at the game by entering a four-digit code from Crush packaging to get more power for the game, which is found at the website.
The concept of the game was developed by play agency 3RD sense, which contracted Mousebreaker for the web game and Two Way TV to create the interactive TV game.
Colin Cardwell, director of 3RD sense, said: "It was important for us to develop a game concept that extends the environment of the ad and therefore the branding experience, but also deliver a solution that would assist in measuring the effectiveness of the game in terms of sales."
Veitch's kittens are featured on the site, where they perform songs such as the White Stripes' "Fell in love with a girl". The site also contains a number of literal interpretations of misheard lyrics, including Destiny's Child singing about Alf Garnett and Madonna crooning that she wants Bill Oddie's hands all over her body.
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