'5' gum is a brand that has always done things differently – from its name, flavours, sleek pack and stick form, to its ads and the proposition that the brand is rooted in intrigue, self-exploration and experimentation. '5' is an experience, not just a gum brand and hyperbole has always helped tell the brand’s story.This allowed a very authentic extension of commercials that had hinted at a world to come to life through branded entertainment. Using transmedia tools, this campaign spun a narrative and experience through all the distribution channels used to bring the product to market and generate awareness and consideration. The campaign also leveraged Hollywood talent, storytelling, consumer participation in the real world and through digital channels, as well as the product itself to draw consumers into the world.Created for the US domestic audience, there were no restrictions or regulations imposed on the campaign.

Intercepting audiences at pop-culture events was a key strategy for launching the campaign and bringing people into the experience.In June, we intercepted audiences at E3 by handing out “confidential” envelops with a holographic message inside: Test Subjects Needed. The mystery continued at the Bonnaroo Music Festival in Tennessee, where skydivers released over 40,000 blinking LED iceflies over the crowd of 90,000 people. Both envelopes and icefiles led the audience to a recruitment site for the campaign, and a nationwide, 15 city scavenger hunt where players worked together to unlock the main site experience at survivalcode.com To amplify the final phases of the campaign, we intercepted audiences at New York Comic Con with a multi-media installation. Over 100,000 attendees were invited to play games and take a photo in a life-size comic-book panel. We also introduced a new character, played by actress Summer Glau, into the narrative of the experience.

We wanted to re-ignite the teen and young adult audience in an authentic way, and raise their expectations for what that engagement can look like.Consumer spent an average of almost 15 minutes in the experience, and the audience size far exceeded that of previous 5 gum initiatives.5m consumers directly interacted with the transmedia campaign elements, including the online game(s), mobile content, live events, scavenger hunts and retail activations.This never-been-done before programme in the CPG industry significantly surpassed internal benchmarks surrounding unique digital views, average time spent, scans of QR Codes and in-pack codes, Facebook integration and tab views, along with continuing to build consumer engagement and loyalty.This programme has also secured incremental distribution at key retailers including a national custom programme in-store at Walmart, including first ever CPG takeover of the TV screens in the electronics department. The brand has positioned itself more as an entertainment brand and is breaking away from the conventional CPG industry norms.Additionally, the programme used all of the 5 gum communications to layer in 'Easter eggs' to tell the story, leveraging WOM over paid media, ultimately generating over 1.2bn impressions through a transmedia approach.