Branded Content campaigns are rare in Germany, that's why we had so much success and attention with the 5GUM Experience by giving the target group a boarder shifting experience they can talk about with their friends.

Consumers forgot about the multisensorial experience of chewing 5GUM. The brand relaunch objective was to reignite the passion of the brands’ fans. As the brand was always discruptive within the category the creative execution to kick off the relaunch had to embody this attitude.

By using a combination of innovative cutting edge technology the 5GUM brand was brought to life and a fascinating sensorial experience was created for the brand. For the first time ever consumers were able to experience with all of their own senses what the brand’s promise 'Stimulates your senses’ is about. During 2 days in Munich and 4 days in Berlin, consumers had to enter a specially designed 5GUM room with the latest Ocuslus Rift glasses, a kinect system and 7.1 surround headphones. The virtual and the real world merged, immersing consumers into the 5GUM world.

The 5GUM Experience achieved its objectives and re-engaged the core target audience with the brand. The outdoor event gave 3 popular YouTube influencers reason to blog about their participation. They shared a take out video in their community which earned excellent media results: 6.677.392 reached contacts within the target group. A video view overdelivery of 77% and 1.5 Mill interactions (views, likes, comments, shares).

5GUM Facebook had a increase of 400+ in July and strong participation rate in content related posts.

On the first day in Berlin German press was invited and achieved excellent coverage in online and traditional publications with an overall reach of 1.705.475.843 visits.