Are you Britain’s brainiest family? This week (half-term), up and down the land families have been battling it out in regional heats to get to the final in London. The winning family will win University fees for their kids which is bang on for the brand and audience. I stumbled across this yesterday when in Southampton where the live event was taking place.

There were loads of people watching and wanting to take part and it was a great visual demonstration of the Brain Training game, Nintendo DS & Nintendo Wii; which if you’ve never played it is quite a hard concept to grasp. Personally I thought it was a little bit for kids until I played my nephew, Josh at Wii sports. He kicked my ass. And it’s so addictive. I’m even tempted to get one considering Lego Star Wars is coming out soon and that’s kept me amused on my PS2 for yonks. And just wait for this to come out next year.

Anyway, I digress. A great way of activating the brand in a live environment and tapping into the self improvement and gaming trends. There was even a nice radio spot on local station Ocean FM on the way home that connected the channel dots and had a playful air of a Mancunian slagging off Southampton people as thickos and challenging you to prove them wrong by getting down to West Quay.