| Title | 5 GUM STREET RAID |
| Brand | WRIGLEYS |
| Product / Service | 5 GUM |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Entrant Company: | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Sales Promotion/Advertising Agency: | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mike Spirkovski | Clemenger BBDO Sydney | Executive Creative Director |
| Paul Nagy | Clemenger BBDO Sydney | Executive Creative Director |
| Daniel Polanco | Clemenger BBDO Sydney | Head of Digital |
| Adam Lock | Clemenger BBDO Sydney | Art Director |
| Emma Lord | Clemenger BBDO Sydney | Copywriter |
| Klara Leander | Clemenger BBDO Sydney | Digital Producer |
| John Knutsson | Clemenger BBDO Sydney | Programmer Guru |
| Anna Holmes | Clemenger BBDO Sydney | Account Director |
| Joel Sussman | Clemenger BBDO Sydney | Account Manager |
| Ryan O'Connell | Clemenger BBDO Sydney | Planner |
| Craig Harkness | Wrigleys | Brand Manager |
| Ken Russell | Wrigleys | Assistant Brand Manager |
Our challenge was to create a promotion that would engage 5 Gum's Facebook fans in Australia and New Zealand, and introduce the soon-to-be-released Limited Edition 5 Gum Tin. But 5 Gum’s net-savvy teenage audience doesn’t care for traditional promos or standard giveaways. They just want to be first to discover something, or get their hands on something none of their friends have, and they want to be able to do it without leaving their computer. So our promotion needed to offer a unique online experience tailored for this audience’s unique desires and behaviour.
To provide the sense of discovery and exclusivity the target audience desires, we created Street Raid – a hunt within a unique online environment that combined social media capabilities with the technology of Google Street View for the first time. Within this unique environment we hid 120 Limited Edition 5 Gum Tins across 10 cities. Each day for 10 days, 5 Gum fans would be able to search the streets of one city to find and claim one of the tins for themselves. Launching on December 1st 2010, Street Raid was only accessible via the 5 Gum Facebook page.
Over 6,000 fans participated in Street Raid. By the end of the 10-day promotional period, 5 Gum’s Facebook wall had been plastered with over 5,000 Street Raid-related posts. Without any advertising in the market, 5 Gum had gained over 11,000 new Facebook fans. Given the audience’s enthusiastic response, Wrigleys is now planning to export the concept to other countries, as well as develop it further to run again here in Australia.
5 Gum's target audience and existing fanbase consists mostly of highly net –savvy 13-19 year olds. Their main form of active interaction with the brand is via the 5 Gum Facebook page - so we knew our promotion had to be deeply entrenched in social media. Incorporating Google technology provided our audience with an exciting yet familiar platform they already knew how to navigate through, and built upon 5 Gum’s brand attributes of discovery and mysteriousness.