The campaign invites members of the public who are of legal drinking age to play 'The cheers challenge', a customised online game on responsible drinking.
Hosted on APB's website Drink-savvy.com, ‘The cheers challenge’ calls for players to 'toast' or avoid ten game characters depending on whether they can drink alcohol or not. Raising a toast to the correct characters like Dina the Dancing Diva can score players points, but saying cheers to Duncan the Drunk can lose them a mug life.
Running over three months from 7 February, players from 13 Asia-Pacific countries stand to win attractive weekly and monthly prizes including Sony Cybershot cameras and Apple iPads.
‘The cheers challenge’ is open only to participants residing in Cambodia, China, Indonesia, Laos, Malaysia, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Singapore, Sri Lanka, Thailand and Vietnam.
The top country scorer in these 13 countries each month wins a trip to Singapore to participate in 'The cheers challenge championship' in June 2011, chasing the ultimate prize of a dream holiday for two. Players residing out of these countries, however, can still play the game but are not eligible for the online game contest.
‘The cheers challenge’ is available in English, Khmer, Mongolian and Vietnamese.
The campaign is part of APB's mission to venture beyond passive education and to effectively reach out to and actively engage consumers on the subject of responsible drinking
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