5 Gum Street Raid engages Facebook fan base in online campaign via Clemenger BBDO Sydney

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.

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.

VIEW THE CONCEPT

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 Gumâs 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’ â 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, however a demo video can be found here.