With the aim of pushing the trashy characteristics of the snack, the agency has created a collection of home-made-looking microsites to mirror the web rings used by communities -- from "cheese-rolling" groups to porn -- online. The campaign will launch in mid-November.
The main focus of the site is the 'Car Park Kernoodling' game -- an interactive video developed by the agency's recently launched interactive film division, SuperGlue, additionally to be pushed on viral sites such as Lycos.
Spoofing the current "dogging" phenomenon, players arrive at a local car park or beauty spot and are tasked with finding some willing partners to team up with for steamy noodling sessions. The action takes place on four consecutive days with the most successful players rewarded with a certificate and entry to a prize draw and chance to win VIP tickets to testosterone-fuelled car show, Max Power, in November.
Visitors to the site can learn to be a Natural Noodler, with the Beginners Guide, view the Noodler's gallery and send in their own pictures via email or MMS with the chance to win cash or mobile content.
Rachel Broad, Pot Noodle brand manager at Unilever Bestfoods, said: "There is something comical about the whole obscure places thing and we believe it's a massive area for the Pot Noodle brand to get involved in."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.