(PG) Procter & Gamble and Electronic Arts Team Up

Procter & Gamble Co (PG) is partnering with Electronic Arts Inc. (ERTS) to feature its Bounty products in the social game called Playfish Restaurant City. Financial terms of the deal were not disclosed.

Electronic Arts is a global leader in digital interactive entertainment with Playfish and Pet Society as its trademarks.

According to the deal, P&G’s Bounty paper towel products will appear in the Playfish Restaurant City social game, where players create and manage virtual restaurants and employ their Facebook “friends” as waiters and chefs.

The social game Restaurant City allows the players to select from a variety of themes, furniture and equipment and personalize their restaurants for a unique social gaming experience. Now with the inclusion of Bounty products, Restaurant City players would be able to use them just the way they would in real-life to make sure their restaurants are in top shape.

Players will be presented with two “Bounty Challenges”, where the first challenge will involve players that are tasked with getting their restaurants “Bounty Clean” by cleaning five messy spills. Upon completing this task, players are awarded with a Bounty paper towel roll that gives them the ability to clean their entire restaurant with one mouse click.

In the second challenge, players are asked to use their Bounty paper towel roll to clean their restaurants five times to receive the services of the Bounty Janitor who can clean the restaurant 30% faster than a traditional Restaurant City janitor.

The campaign will also involve Restaurant City players to “Like” the Bounty Facebook page that will reward them with a Bounty Tower that when displayed in players’ restaurants will add five popularity points to their restaurants.

If the deal is successful, P&G will look forward to making further investments in social gaming. Currently, they expect great engagement from the consumers in Restaurant City.

The partnership with Electronic Arts has given a unique platform to P&G to create brand awareness of its Bounty products amongst the relevant and engaged player audience in Restaurant City. The players will also get a good opportunity to utilize Bounty products to interact with their friends on Facebook. Moreover, this association will also enhance Electronic Arts’ Restaurant City social game.

Currently P&G holds a Zacks #3 Rank. On a long-term basis, we maintain a Neutral rating on the stock with a short-term Hold rating.

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