Dr Pepper intros first branded iPhone game

Dr Pepper today released Matchcaps, the first-ever "advergame" designed specifically for Apple's Safari Web browser on the iPhone. "There's always more to Dr Pepper. Consumers want enhanced access to fun and games on their iPhones, and Dr Pepper will be the very first to deliver it to them," said Andrew Springate, vice president of Dr Pepper marketing. "With the launch of this advergame, Dr Pepper can interact virtually with its consumers anytime, anywhere through their iPhones." Developed by Imaginuity New Media, the game follows the popular "match three" format familiar to online gaming fans. Matchcaps is already available online for free.

The game will not be affected by iPhone software updates, according to Dr Pepper, because it is accessed via the Safari Web browser.

Apple already announced plans to distribute kits to third party application developers in February, and Dr Pepper says it plans on converting the game to a real application for download once the developer kit becomes available in the spring.

Filed under: gaming