3M has announced an integrated market campaign with Scotch pop-up tape. The ‘Say it with…’ campaign will communicate the benefits of Scotch Pop-Up Tape`, and encourage consumers to give gifts.

A ‘Pass the Parcel’ viral game, one of the key elements of this campaign, is an online version of the well loved party game. It will allow consumers to engage with Scotch Pop-Up Tape online to win prizes and to learn more about the key product benefits.

Consumers will receive a virtual “parcel” and will be encouraged to send it on to friends and colleagues to offer them the opportunity to win prizes including Milka chocolate, digital photo frames and ipod shuffles.

The game will be hosted on the “Say it with…” website and will interface with Facebook and Twitter to enable consumers to share it with friends. The campaign will start in early August with the pass-the-parcel campaign.

Ruth Hards, marketing manager for Scotch brand at 3M, says: “We know that most of our consumers spend a lot of time online, so it really makes sense for digital to play a key part in the campaign.

“The ‘Say it with...’ campaign will encourage consumers to get creative with their gift wrapping and share the fun with family and friends throughout the social networking space.”