"The Human Preservation Project" serves as Wrigley's attempt to target gamers as they began recruiting test subjects in May via Facebook. Through this project, Wrigley encourages customers to take part in the virtual experience of saving the human race through sensory experiences. Test subjects received packages delivered to their door consisting of different sensory sensations: flashing lights, vibrations, etc.
If Facebook was not enough, Wrigley even targeted music lovers at Bonnaroo by dispensing thousands of paper helicopters by parachutists with LED lights representing "ice flies" (a clue in the game).
In June Wrigley delved into movie lovers by featuring a short film as the next phase of the game after launching multiple scavenger hunts in different cities.
Wrigley's vagueness and clues serve as the excitement of the game. With information and technology at the tip of our fingers, many people become plagued with predictability and Wrigley is resolving this issue with their new marketing tactics in order to excite more customers.
"This is the true nature of the brand, which is exploratory," says Martin Schlatter, Wrigley's chief marketing officer. "You go down the rabbit hole, and you don't know how deep it is or where it goes."
Even the gum itself with flavors such as "Rain" and "Vortex" are atypical in the gum naming industry. The flavors are meant to elicit sensations with some flavors cooling and others warming the consumer.
Regardless as to whether or not you find their tactic foolish, Wrigley's marketing campaign seems to be sucessful as WSJ points out, "And the company's marketing efforts appear to be working. Wrigley says that 5 is its most successful brand launch ever and that it has achieved $500 million in sales in five years.Brand experts say that Wrigley's elaborate game—and its lack of affiliation to thechewing gum early on—could also pay off."
Even fifteen-year-old Sloane Koogle from Phoenix, AZ has drank the Wrigley kool-aid and become an advocate of 5 gum by creating a Facebook fan page with over 400 members. Like Koogle, many of you are probably thinking, "Wow, all this for gum?" Purchasing gum in order to obtain more clues in a game is rather ingenious because for many gamers once they begin a game they want to master it, especially if the game is as much of a mystery as this one where there are no codes or cheats outside of purchasing gum for clues. Even if it seems like a lot of marketing for a gum company, it serves as yet another demonstration for how technology has drastically altered our society.
Written By: Jenna Elizabeth
Wall Street Journal