What the heck are those earmuff and board game inventor ads from The Name Game all about?

It has to do with a company here in Maine rebranding itself, but beyond that, Stephanie O’Brien isn’t saying.

“No one has asked directly who it is,” O’Brien, an account executive at McClain Marketing Group in Portland, said Wednesday.

She declined to name her client or how much they’re spending on the radio, TV and newspaper blitz that rolled out Sept. 2. Each ad offers a chance to answer a bit of Maine trivia and plugs the Web site thenamegame.biz. The site’s gotten 2,000 hits a day.

The client “wants to create a huge splash in its branding,” she said. “Innovation is their big buzz word.”

Sixty iPod Shuffles, 120 Life board games, 120 $20 Irving gas cards and one Harley-Davidson bike have been offered as prizes in random drawings based on the trivia answers.

People haven’t been told yet where to drop off their trivia ballots. O’Brien said that will come the week of Sept. 23 when the client reveals itself.

On Sept. 29, O’Brien said her client will host statewide events celebrating the campaign. That’ll be the final day to drop off ballots.

“In advertising today, it’s very cluttered. This adds some mystery and intrigue,” she said.