Arcade launches CLEAR Men’s Deep Cleanse with a branded online social 3D game

Singapore creative hot shop Arcade has created an online social 3D game ‘Escape Dirt City’ to launch CLEAR new Men’s Deep Cleanse shampoo in the global market.

The game uses Google Maps Street View to turn your city into a Dirt City. Players have to escape their city by fighting the dirt, grime and pollution that manifests itself as dark, evil monsters. Your weapons are the active ingredients in new CLEAR Men’s Deep Cleanse. The key ingredient is activated charcoal that draws the dirt, grime and pollution of city living out of the scalp for healthy dandruff-free hair.

Gaming is the number one online activity for men aged 25-34 in the target of Asia, Middle East and Latin America. The game engages these young men with the product in a fun, memorable way.

The fastest fighters not only win bragging rights, instantly blasted across the web through built-in social media, but also stand to win prizes including iPads and trips to the coolest places on Earth.

“We love campaign ideas like Escape Dirty City that marries in dramatic fashion the hyper reality of a consumer’s virtual world with their real lives. In Dirty City’s case, it creates a branded experience that the consumer relives every time they walk out their door and onto the streets of their local cities,” says Mark Taylor, co-founder and creative director at Arcade.

The game is already a hit from the Gulf to Southeast Asia and the game will be released in many more countries as the campaign unfolds.

Arcade’s campaign provides a full range of supporting assets to get men playing Escape Dirt City from in-home, in-store, point-of-sale, billboards, merchandising and online through web banners and YouTube

To escape Dirt City go to clearparis.com/dirtcity.