Wrigley Targets Web Gamers

Published on August 23, 2011
by Julie Jargon

In May, Aaron Allar saw an ad on the Web soliciting “test subjects” for an alternate-reality game, and he soon plunged into a world of pulsing beats and blinking lights, black packages arriving at his door and game clues that unlocked more games.

“This is the first alternate-reality game I’ve played, and I didn’t know what to expect,” the resident of Twentynine Palms, Calif., says. But he and other players he met through the game soon guessed “the test” must be a promotion for a new video game.

Instead, though, the teaser campaign is part of an elaborate marketing plan for Wrigley’s 5 gum. Wrigley introduced the brand in 2007 to try to bring teens and young adults back to chewing gum. The company was acquired by Mars Inc. in 2008.

Read the rest of this post on the original site »

Return to: Wrigley Targets Web Gamers