• Brandweek, Monday, March 6, 2006 11:31 AM

The Baskin-Robbins ice cream chain is introducing a new Internet-based game to promote three new frozen coffee drinks targeted to young, white-collar workers in their offices with quick Internet access and, the company is hoping, time to kill at their desks. The game is entitled Office Invaders and is named for '80's video game icon Space Invaders, which many of their target consumers grew up playing. The new drinks being promoted are Oreo n' Cookies, Nutty S'mores, and Brownie. They will join three other flavors in the chain's popular Cappuccino Blast line. The game spoofs office life in the spirit of the 1999 cult movie "Office Space." Players must get past pink-slip-throwing characters who shout phrases like "Let's form an ad-hoc subcommittee!" Of course, the frozen drinks have a starring role, as players try to catch them to gain strength. Players who finish the game are offered a printable $1 coupon for any Cappuccino Blast drink. The game launches today at www.baskinrobbins.com/officeinvaders, and will be up until April 30, the company said. The campaign will also feature PR elements as well as radio and online ads.

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