Creative Execution

In China, WeChat is the fastest-growing social platform in the world. With over 600 million users, WeChat was the perfect digital partner to create a whole new solution. Doublemint became the first brand to use WeChat's built-in scanning function to make connecting with people easier than ever.Now, consumers can scan the barcode on any Doublemint gum package, and they'll receive 50 MB of free mobile data, to stay connected with old friends and make connections with new ones.

Within the first month of the campaign, nearly 2 million people participated into the campaign. The buzz generated almost 400 million media impressions, worth 3 times the media spend. Most significantly, over 2,000,000MB of data was used to fulfill Doublemint's brand mission of helping people connect...in a whole new way. By repurposing the iconic barcode as a new portal for interactions, Doublemint created a groundbreaking new digital channel that can benefit every consumer...not to mention, every brand on the shelf.

Doublemint had a massive distribution, covering over 2 million locations and over 90% of China. This gave the brand a strong real-world presence. What it needed was a stronger connection to the digital world. And without the ability to alter packaging to link the two, the solution needed to be innovative…