The Photo Blast online game was created to support the MaxFresh younger consumer demographic. The basic idea of this colourful, entertaining game is that you and your friend are challenged to find the differences between two nearly identical photos before the timer runs out. Throughout the game, subtle brand integration, such as the use of the Colgate logo and pictures of smiling faces, convey Colgate's brand image. The Photo Blast game gives the Colgate brand an active, dynamic presence among younger people and allows users to interact with the brand.