An exploratory meeting with 20th Century Fox drew attention to X-Men: First Class (then 14 months away). From this came the idea to create a new flavour, 5X Mutant Gum.With a product innovation becoming the business solution, a promotional activation was then created around it - ‘Discover Your Mutant Power’. This involved a fully integrated campaign promoting an interactive experience which allowed users to:-Create (and socially share) their own mutant-Battle other mutants-Enter Unique Codes from 5X Mutant Gum packs (a first for Wrigley) to receive power upgrades, more customisation options and entry into prize promotions.

CONSUMER RESPONSE:-4.3 million page views-6.5 minutes average session time-41,000+ mutants created-490,000 battles fought-64,000 new Facebook fans in campaign period-1,600 unique pack codes enteredBUSINESS SUCCESS:- 26.5% market share (5 Gum’s best ever)- 5X Mutant Gum alone became the #2 selling gum across Australia in June 2011CLIENT SUCCESS:-Wrigley consider 5X so successful it will return to market (potentially globally) in 2012, surrounding the next X-Men movie The Wolverine. Unique codes will also remain on packs to leverage future direct marketing efforts.