Seattle-based Mindbloom today announced a partnership with pharmaceutical giant Bayer HealthCare's One A Day multivitamin brand, which has rolled out a free version of the startup's online "Life Game" on its www.whatmatterstoyou.com site.

Financial terms of the deal weren't disclosed, but it appears to be a significant partnership for the startup, brokered by New York-based digital management consultancy FOCi Group, according to a news release. Mindbloom's Life Game lets people set goals for health, relationships, finances and other areas of their lives, using the metaphors of trees and leaves to show how well they're doing.

Mindbloom CEO Brent Poole described it as the Seattle company's biggest deal to date, by far. Bayer is looking to the game, in part, as a way to encourage repeat visits and engagement with its site, as consumers return to manage their trees and keep track of their goals.

"What we’re realizing is that companies are really struggling with brand awareness on the web," he said, explaining that traditional online ads aren't enough anymore. "It really takes something that is truly valuable to the consumer to get the consumer to interact with the brand."

Mindbloom also offers a free version of the game on its site, along with professional version (allowing for more customization and control) for $39 per year or $89 for a lifetime.

The company last week announced a deal with the health and wellness center at California State University, Sacramento, to make the Life Game available to its 28,000 students, faculty and staff. Mindbloom was founded by Monolith Productions veteran Chris Hewett and Poole, a former Amazon executive.