In March 2010, the Wrigley Company launched an innovative new chewing gum called 5® REACT™. The product provides a unique flavor experience for each person that chews it. Our challenge was to get it into the hands of fans and inspire them to spread the word.

The Wrigley Company turned to EVB to create a social media sampling experience that would be an intriguing and unique as the product itself. The first step was to announce to its 979,873 Facebook fans that, if they were chosen, they could be the first to experience it. Everyone wanted to be chosen.

Viewers sign up on the site to receive their “black envelop.” The black envelope contains a full sample pack of 5 REACT gum, a pair of 3D glasses and a unique code. The recipient is encouraged to return to 5react.com to continue their unique flavor experience. Upon return, the fan is prompted to put on the 3D glasses and enter the “right door” of the website where he experiences a 3D Rorschach-ian motion piece that is unique to each viewer. Fans can interact with the motion piece and submit it to a gallery so that all may share in their experience.

The 5 REACT gum digital campaign is one of the first to create an experience that combines social media and sampling with an immersive 3D Web-based experience. From the moment it was announced, the program was a huge success. The digital experiment richly communicated the unique way people “react” to this product and opened doors for the next 5 Gum experience. Will you be chosen?