HONG KONG: Italian fashion label Benetton has launched an online game site aimed at reaching a new segment of consumers.
The 'benettonplay' site targets a younger demographic and consists of a series of games allowing users to test their creativity in animation, graphics or music -- and share their work with the online community. The games featured are: 'Flipbook', 'Odd one out', 'Doodle' and 'Orbit'.
"Benettonplay shows that Benetton remains committed to pushing the boundaries of brand communication into new areas," said Angella Leung, area communications executive, Benetton Asia-Pacific.
The site was created by designers and artists at Fabrica, the Benetton research centre in Italy. Benetton has also launcheda blog on social issues, benettontalk.com, and Benetton TV, an in-store channel which will show external entertainment content and promotional material.
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