Wrigley Excel Gumergency Campaign Surprises Consumers
This provocative and playful campaign turned what could have been a simple sampling strategy for a broad target into one that generated real-time social engagement and share-worthy content both on the brand’s social media pages and on the vehicle’s social wall.
Surprise interactions with an actor onboard a mobile vehicle gave consumers an experience to talk about. These types of “shareworthy sampling” strategies are giving basic product trial experiences massive boosts in social reach.
Imagine walking down the street with a cup of coffee and hearing a booming voice warning you that in due time that hot beverage could leave you with a “gumergency”… coffee breath, that is. It’s how Wrigley interrupted high-traffic areas in Vancouver and Toronto over 26 days to boost awareness of its Excel gum with the Excel Gumergency Mobile Unit, a box truck with glass walls containing a command center of sorts and a trained actor who served as the Gumergency Operator and spoke to consumers going about their day-to-day routine with a playful sense of urgency, and even took calls from outside.
Passerby enjoying coffee, food and other items that may cause bad breath were encouraged to take “breathalyzer” tests with brand ambassadors to determine the level of their gumergency. They received an Excel sample (size determined by the level of severity… maybe one for a muffin, or 10 for an onion sandwich) to help resolve the problem.
In addition to the live interaction, Wrigley promoted the #gumergency hashtag to generate real-time social engagement and share-worthy content. Consumers could post about their experience on Twitter and Instagram and by using the hashtag, their post was promoted on a live LED ticker board and social wall attached to the truck.
The messaging behind the gumergency campaign, which began with 30-second spots on YouTube featuring “Randy Johnson,” the not-so-friendly gumergency hotline operator, was that “gum can solve gumergencies and give people the confidence to get closer.” Certainly, closer to the Wrigley brand.
Some 2,130 breathalyzer tests were administered with 215,000 Excel samples distributed, in addition to 392,000 live in-market impressions.