5 Gum: Street Raid

To introduce Wrigley's Limited Edition 5 Gum Tin and engage 5 Gum's large Facebook fan base in a new way, Clemenger BBDO Sydney has launched 5 Gum Street Raid: a 'treasure hunt' conducted completely online.

With a highly net-savvy 13-17 year old target audience notorious for their lack of interest in traditional giveaways, 5 Gum knew that any promotion they did to introduce the 5 Gum Tin would need to be different to anything done before and deeply entrenched in social media.

So, combining the mapping technology of Google Street View with the social interaction capabilities of Facebook and Twitter, 5 Gum have created a unique online environment that this difficult-to-engage target audience can easily navigate, share and enjoy with their Facebook friends whilst winning exclusive prizes.

Utilising Google Street View as a platform, 5 Gum have hidden one hundred and twenty Limited Edition 5 Gum Tins in 10 cities. Each day for the next 10 days, 5 Gum's Facebook fans will be given access to one of those cities in order to search and score a tin for themselves.

Street Raid will hit major destinations online throughout Australia and New Zealand before a grand finale in New York City on December 10, with big prizes up for grabs in the Big Apple.

5 Gum currently boasts the fifth largest brand Facebook group in Australia, with over 234,000 fans - however the Street Raid promotion will hopefully propel them to the number 4 spot or beyond. Pre-launch interest has been promising, with 5 Gum Facebook fans discussing the promotion and possible Street Raid sites on 5 Gum’s Facebook wall days prior to the launch. Clemenger Head of Digital Daniel Polanco attributes the encouraging initial response to the simplicity of the idea: "Find a tin on Street View. Click on it. It's yours' – great ideas should be explained in one sentence. Street Raid combines simplicity of execution, exclusivity of prizes and an entertaining interface that delivers a full experience just right for the 5 Gum audience, and establishes a positive association with the brand."

Street Raid starts daily at 5pm. View the demo: http://www.youtube.com/watch?v=LgAuKSCObRU