5 Chewing Gum Print THE HUMAN PRESERVATION PROJECT by 42 Entertainment

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Industry Chewing-Gum, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market United States
Agency 42 Entertainment
Art Director Johnny Rodriguez
Released June 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: WRIGLEY
Product/Service: 5 GUM
Producer/Chief Executive Officer: Susan Bonds (42 Entertainment)
Creative Director/Chief Creative Officer: Alex Lieu (42 Entertainment)
Account Director/President: Justin Pertschuk (42 Entertainment)
Interactive Design: Michael Borys (42 Entertainment)
Experience Design: Derek Thorn (42 Entertainment)
Art Director: Johnny Rodriguez (42 Entertainment)
Technical Director: Kevin Burkhardt (42 Entertainment)
Technical Director: Sascha Linn (42 Entertainment)
Lead Writer: Kevin Perry (42 Entertainment)
Game/Puzzle Design: Perre Dicarlo (42 Entertainment)
Game/Puzzle Design: Jason Siadek (42 Entertainment)
Senior Programmer: Sara Raasch (42 Entertainment)
Visual Designer: Paris Woodward (42 Entertainment)
Visual Designer: Jason Reyna (42 Entertainment)
Visual Designer: Alice Yeh (42 Entertainment)
Media placement: Live Event - Bonnaroo Music Festival - June 10, 2011
Describe the objective of the promotion.
A key strategy for launching The Human Preservation campaign and bringing people to the experience was intercepting target audiences at pop-culture events around the country with cool, mysterious, experiential stunts - the largest of which took place at the 2011 Bonnaroo Music Festival in Manchester, Tennessee.
The objective was to be unexpected, surprise and delight a marketing adverse audience, and get them to engage in an original, branded entertainment experience brought to life by 5 Gum
Describe how the promotion developed from concept to implementation.
All 5 Gum TV spots have depicted people in elaborate labs conducting cool sensory experiments with the tagline 'Stimulate Your Senses'. One of these TV spots featured 'Iceflies' - cool, luminescent, bio-mechanical lifeforms. To launch our transmedia campaign, we brought these iceflies to life in a spectacular way.
At the Bonnaroo Music Festival, 8 precision skydivers released over 40,000 blinking LED iceflies over the crowd of 90,000 people at night. A QR Code on the iceflies led consumers to a new website, where a countdown ticked away time until the next phase of the campaign.
Explain why the method of promotion was most relevant to the product or service.
5 gum is a brand that has always done things differently – from its name, flavours, sleek pack and stick form, to its ads and the proposition that the brand is rooted in intrigue, self-exploration and experimentation. 5 is an experience, not just a gum brand and hyperbole has always helped tell the brand’s story.
5 years young, the brand was maturing and to remain top-of-mind and relevant with teens and young adults, the brand knew it needed to break category convention amidst a declining category. The brand found the solution by launching a lifestyle and entertainment experience.
Describe the success of the promotion with both client and consumer including some quantifiable results.
At the Bonnaroo Music festival, the spectacle of all 40,000 Iceflies descending on a crowd of 90,000 people was declared by MTV as one of the coolest events of the entire festival. All 40,000 Iceflies were retrieved by the festival attendees, and jump-started a wave of over 250,000 joining the campaign.