Heineken has launched it successful TV advertising campaign the "Peanut Challenge" on-line.

The game, which is based in a virtual bar, is proving a major attraction said Heineken with a record number of players attempting to flick the peanut along a pub bar into a beer glass - just like the man in the current Heineken advertisement.

Sales and marketing director for Heineken, James Dickson said: "It seems from the response that the game has really captured the imagination of sports fans - just like the Heineken Cup itself and our current TV advertising campaign.

"The game is proving one of the most popular attractions. But we are also receiving a high level of visits from people who want to use other sections of the site to keep up-to-date with news as we reach the final stages of this year's tournament," he added.

The original advertising campaign is part of a £5m investment package behind this season's Heineken Cup. The online "Peanut Challenge" has been developed by agency.com in London.

"This year's Heineken cup game was a great campaign to work with. We wanted to create a game that was addictive and challenging for all users, whether advanced online gamers or novices. We have tripled the desired results in just one month of the campaign going live - European Club Rugby at its best," said Jon Sharpe at agency.com.