MUMBAI: Paradox Studios Limited announced the release of the mobile game ‘Thums Up Everest Challenge,’ in association with Coca-Cola India. The game, developed by Paradox Studios, is based on Thums Up’s unique action packed brand campaign, the ‘Thums Up Everest Challenge – ‘Hai Dum?,’ which provides Thums Up drinkers an opportunity to test their mettle on the slopes of Mount Everest.
Mobile games have now emerged as the latest tactic to be employed in promoting brand campaigns. ‘Thums Up Everest Challenge’ is the world’s first ever mobile game to be used as a promotional tool. Made available to the 10 million subscriber base of the Reliance India Mobile network, the game sports a contest that promises the winner a Royal Enfield ThunderBird specially customised for Thums Up.
Paradox recently, also partnered with Bollywood to release a promotional mobile game based on the movie Jurm, which saw close to 150,000 downloads on the first day of its launch. The company has also developed a string of prestigious international titles like Jean Claude Van Damme, the PRO BMX Stunt teams, Aussie racing legend Peter Brock and Targa rally.
Paradox Studios chief marketing officer Salil Bhargava said, “As demonstrated by our alliance with KPS Films’ Jurm, Paradox is always game to explore revolutionary new strategies to market its latest titles. As the first ever mobile game to promote a brand campaign, ‘Thums Up Everest Challenge’ gives millions the opportunity to experience the thrill of the adventure contest from the comfort of their mobile phones. The game’s release marks the beginning of an era where mobile games are seen as a powerful medium to generate nationwide brand awareness.”
Talking about the tie-up, Coca-Cola India vice president marketing Vikas Gupta said, “We’re glad to be a part of this unique endeavor. Based on the actual challenge, the game goes well with Thums Up’s association with extreme sports and its popularity amongst the youth. We’re confident that the game, with its thrilling and addictive content, will definitely spark an interest about the challenge among the large mobile user populace in India.”
To broaden its appeal and achieve maximum exposure for the Campaign, the Thums Up Everest Challenge’ game is currently available for free on the Reliance India Mobile network.