Bayer is using an online mystery to promote its Aleve pain relief brand, reports The New York Times.

The Aleviator game takes players through a series of clues as they assist two characters in finding who the evil mastermind behind PAIN (People Against Internet Networking) is. The clues take people around to a series of blogs, wikis and other social sites. For every player that completes the game, Bayer is pledging to donate between $5 and $10 to the Conservation Fund.

The game was created by Ignite Health as a way to get younger people aware of Aleve, which is often portrayed and seen as a pain reliever for older people. The charitable donation at the conclusion is a carrot of sorts, retaining people throughout the game with the lure of helping the environment. The game is branded only with a small graphic and note at the bottom of each page.

The game is part of an overall effort Bayer has undertaken recently to extend its marketing to a younger audience. It's seen by the company as very much being a test of how best to market to young adults in an unobtrusive manner.