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NewswireTODAY - /newswire/ -
London, United Kingdom, 2008/06/04 - Matmi has released Asda's first online game, Landfill Bill, for Recycle Week this week. Part of Asda's new People, Prices, Planet campaign, it highlights the benefits of recycling & shows how much waste has gone to UK landfill as it is played.
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Asda’s “Landfill Bill” game has been released by Matmi for Recycle Week this week as part of Asda’s innovative “People, Prices, Planet” campaign. The campaign kicked off earlier in May with the launch of Asda's newly branded corporate website.
Paul Kelly, Corporate Affairs Director at ASDA, said: “Over the last couple of years the media has become a little weary of all the green supermarket stories that are relentlessly sent out, so we've had to find an unconventional route to get our message out.
"Landfill Bill is the perfect medium to do this and, based on Matmi's track record, I believe the game will resonate with players and help them learn a little bit more about the benefits of recycling. It will also highlight the need to remove the recycling postcode lottery which currently exists."
Jeff Coghlan, MD at Matmi, is impressed with ASDA’s approach: “It’s very refreshing to see a blue chip brand like Asda using more creative techniques to reach consumers. Landfill Bill’ is designed as a viral game with real purpose to drive traffic to ASDA’s new corporate website and promote the company’s recycling campaign.
“We believe the game has the potential to reach an audience of millions and if it does go viral, the opportunities to see will last for many months to come. The fact that it’s a digital campaign supports ASDA’s sustainability goals 100%.”
Photographs available on request.
About “Landfill Bill”
Recycle Michael has gone on holiday leaving Landfill Bill in charge. Can you help him recycle the right materials in the right way so that he can keep the tip tidy and keep his job? Watch out! Those sneaky recycling bins have an annoying habit of moving about! You’ll need to make quick decisions too because the conveyor belt gets faster and faster, but you can earn bonus points if you’re quick-witted enough. Don’t hang around! The landfill builds up all the time you’re helping Landfill Bill – as you’ll see on the calculator when you exit.
About People Prices Planet
"People Prices Planet" highlights Asda's commitment to build a more sustainable business while ensuring it keeps costs down and prices low for its customers. The campaign kicked off last month with a television programme giving a unique behind the scenes look at the company's operations. It focuses on ASDA’s streamlined distribution network, its efforts to reduce waste, cut packaging and source products in a more sustainable way. “People, Prices, Planet” is being broadcast on Sky Digital channel 167 at 21.00hrs Monday to Saturday and on Sundays at 18.30hrs, and streamed online at the same time.
About Matmi
Established in 2001, Matmi is a Cheshire based organic Internet farm whose produce is fresh and challenges everyday standards. Our latest projects include a Eurobest winner, the busiest Christmas viral games of 2006 and 2007, and a BIMA nominated viral for Comic Relief responsible for over 14 million visitors to the Red Nose Day 2007 website.
Matmi has been breaking new ground in viral marketing since 2001 before the term was coined and before online tracking facilities were available (type “cow curling” into Google for an example of a campaign for Anglo Drinks released in 2005). Matmi’s highly advanced seeding database enables clients to reach millions of potential buyers worldwide.
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penny[.]matmi.com 
