Viral marketing for Aleve

Bayer is trying an unorthodox marking approach:

But to attract a younger customer, the consumer care division of Bayer HealthCare is starting an online game today for Aleve Liquid Gels, a product that was introduced in March. By visiting a Web site, www.aleviator.com, Internet users will be able to follow a fictional storyline that leads them through a series of clues, taking them in and out of social networking sites, wikis and blogs.

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