The Hess toy truck, a Christmas tradition since 1964, is getting a social media facelift this season with a branded online game.
The Hess Jet Game, developed in conjunction with ad agency Grey, New York, is based on Hess’ toy truck, which features a toy jet on its flatbed. The East Coast-based gas station chain last month launched the game on its Hess Express Facebook Page. The iPhone/iPad version hits on December 15.
The multiplayer game simulates flying in a Hess Jet and lets players virtually barrel roll, corkscrew, vertically flip or fly sideways. Since the game went live late last month, the Hess Express Facebook Page has garnered more than 12,000 likes. A TV ad from Grey shows a life-size version of the $25.99 truck/jet and a chorus of kids in Hess-green outfits literally singing the toy’s praises to the tune of the 1963 Angels’ hit “My Boyfriend’s Back.” The ad promotes hesstoytruck.com, but doesn't mention the game.