Benetton targets younger market via online games

<P>HONG KONG: Italian fashion label Benetton has launched an online game site aimed at reaching a new segment of consumers.</P> <P><BR>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'.  </P> <P><BR>"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. <BR>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. </P>