The bank has created an online tool, which is intended to complement its 'Money Tree' ad campaign and is aimed at strengthening the Barclays brand via interaction with its customers.
The activity, created by digital creative agency Dare, features an online game that allows customers to test their hypothetical money-making skills by giving them a fictitious £100,000 and timespan of 20 years over which to make investments. Users can also invite friends to play.
Rebecca Guillarme, brand communications manager at Barclays, said: 'We run TV ads, but they are brand engagement in one direction. Online allows us two-way communication.'
Guillarme said the bank would assess the campaign's effectiveness using its brand and communication trackers. She added that if the execution proved successful, the bank would consider running similar campaigns in the future.
The brand engagement tool is being backed by an online campaign to drive traffic to the game, featuring banners both on the Barclays. co.uk and Barclays.com sites as well as other financial websites including FT.com.