Pleasure Hunt became a trending topic last year purely on the
power of "earned media" and its viral appeal, without paid media
support, though Unilever later backed it with digital advertising
that included a global homepage takeover on MSN. Unilever plans a
similar approach this year, Mr. Van Ettinger said, including with
Bing brand figures prominently in the new game.
Unilever is also adding local events -- a real-world,
augmented-reality version of the Pleasure Hunt game to take place
in the streets of Amsterdam on April 22 .
"Once we saw the success, it helped us get more investment
behind it," Mr. Van Ettinger said.
Non-Unilever brands incorporated into the game, including
jeweler Bulgari, surf gear brand Quicksilver, KLM Royal Dutch
Airlines and Hotel Fasano in Rio, provided their intellectual
property free in return for their exposure.
"We approached them with the proposition that you're not going
to get any money from us, and we don't want any money from you,"
Mr. Van Ettinger said. "We want you as partners in the game to make
it even more engaging."