As part of its 'Save the Undies' campaign, Kotex released two marketing games that have underwear take the place of the damsel in distress.
In Pad Racer, players are challenged to race around on a pad, capturing drops, avoiding cramps and ultimately, rescue the underwear from being soiled by "The Period Squad.' The second game, Pad Flyer, features a winged pad flapping through the air with a similar mission. These games both adopt an 8-bit retro style and are playable online through Kotex. In each of the games, players must make use of the 3D Capture Core features of the Kotex pad to boost their high scores. The game concepts may make some people uncomfortable, especially since the games have the option to share your scores on Facebook with others after you have done your best to save the underwear.
Period Arcade Games
Kotex Advertises Its 3D Capture Core Pads with Two Marketing Games
Trend Themes
1. Period-themed Games - There is a potential for more game developers to create period-themed games that help to educate and raise awareness of menstrual health issues.
2. In-game Advertising - This marketing approach can be used by other feminine hygiene brands to capitalize on the growing trend of video game playing.
3. Gamifying Product Features - There is potential for other brands to create games or interactive experiences that teach consumers about the unique features of their products.
Industry Implications
1. Feminine Hygiene - Other brands in the feminine hygiene industry can adopt a similar marketing strategy and create fun and interactive ways to educate consumers about their products.
2. Video Games - The video game industry can expect to see a shift towards more educational and awareness-raising games around important health topics like menstrual health, among others.
3. Advertising - Advertising agencies may see the rise of in-game advertising as a new avenue for marketing and reaching wider audiences.