Wrigley Visits Hispanic Markets with Family Interactives - Event Marketer

Wrigley Visits Hispanic Markets with Family Interactives

DB_Wrigley_2008 Ex
Brand: WRIGLEY
Agency: CARDENAS MARKETING NETWORK
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2008

To target the Hispanic market, Wrigley created the Planeta Wrigley tour that visited festivals across the country. The goal: sampling and to create brand affinity by tapping into this market’s passion for music, technology and sports. Targeting kids and families, the tour was divided into two zones—Orbit and Eclipse domes—created to keep consumers interactive as a family.

Families could pick from a number of activities, including the Gum Bar where consumers could try their luck on the Wrigley Gum Slot Machines for prizes. At the High Tech Digital area, families could play Nintendo Wii, have access to the Internet and take photos. Or they could test their physical skills at the Sport Challenge area with a rock climbing wall, soccer penalty shoot and basketball three-point shootout. Wrigley also provided live music and contests.

Planeta Wrigley visited 10 major Hispanic markets, including 10 festivals and 20 retail shops increasing quarterly and yearly sales.

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