Wrigley Talent Search Strikes a Chord with Hispanics
To build trial and awareness for “5” gum among 18- to 24-year-old culturally mixed Hispanics, Wrigley created Vive tu Musica with 5, an online talent search competition for Latin rock and pop singers. Contestants uploaded their videos onto vivetumusica5.com to enter the contest. Five finalists (voted by fans) were flown to Los Angeles on June 18 to perform with popular Latin rock band Camila. Super Estrella and 96.3 FM distributed finale tickets; street team promotions targeted Hispanic consumers.
On finale day, bilingual brand ambassadors greeted attendees and distributed samples of the 5 gum packets. Guests could also have their photo taken against a branded green-screen backdrop that featured the band Camila. The photos were sent to consumers’ mobile devices and also printed on-site. The pre-show experience also included an oxygen bar lounge where consumers could sample (via smell) the gum’s flavors in a relaxing environment.
A total of 4,276 samples were distributed and more than 500 people interacted with the brand via a text-to-screen engagement. Given the success of the program, the company is planning a second Vive tu Musica with 5 this fall.