'The Attack of the Shoddy Builders'.
The interactive game sees the Gripfill Girls come under attack from cowboy builders using inferior gap filling adhesives.
Gamers play to protect their van by shooting as many flying bricks as possible with a Gripfill gun.
The campaign is being promoted on-pack and includes a live online leader board and numerous prizes for top scorers, including an iPhone, merchant vouchers, plus a year's supply of Gripfill.
Jon Griffiths, product manager for Gripfill, commented: "The campaign targets tomorrow's consumers through mobile gaming. The aim of the promotion is to build brand recognition and loyalty with today's young tradesmen and apprentices while continuing to engage with existing Gripfill users."
The promotion is being rolled out on 1.2 million packs carrying a game graphic and image of a Gripfill Girl. The campaign will run until the end of October.
To see what it's all about, log on to the website.