The Beirersdorf brand has launched an interactive rugby game to drive awareness of Elastoplast Sport, and its endorsement by Johnson, among men aged 18-45 who enjoy participating in sport.
The game will be placed on the Elastoplast Sport website and a number of viral sites, and builds on the brand's above-the-line campaign, launched in March, which also features the English captain.
Charlotte Mather, senior brand manager for Elastoplast Sport at Beiersdorf, said: "The above-the-line, interactive and sponsorship elements of the campaign reach out to consumers that enjoy participating in a variety of sports."
She added: "This target likes to keep abreast with sports news, but we know they particularly like playing online games."
Digital agency Skive Creative worked in partnership with communications Mercier Gray to deliver the interactive game.
Sean Singleton, managing director of Skive Creative, said: "Viral campaigns and games for the sports market need to satisfy a range of enthusiasts. Targeting the sports market requires a unique balance of creativity as well as a strong competitive element."
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