The engagement results illustrated the depth of the 5X experience:o41,000 mutants createdo490,000 battles foughto4.3m page viewso64,000 new Facebook fansoTotal fan engagement: 28,795 hours = 3.29 yearsoThe most powerful mutant battled 20,595 times: a total of 4.8 days gameplayoOne fan purchased 179 packs of 5 containing unique codesThis engagement led to exceptional sales:o5X drove 5 to its best-ever market share, anywhere in the world: 26.5%o5X was the #2 selling gum across Australia in June 2011, an exceptional result for a limited edition product

This is the first time a media agency has created a new product to answer the client challenge. Our 5X packs, on sale in almost every grocery store across Australia/New Zealand, were our primary media channel.

An on-pack call-to-action drove explorers to create their mutant alter-ego and battle other mutants at 5XMutantGum.com. Battle results were displayed on a real-time online scoreboard.Every 5X pack also contained a unique code, which unlocked exclusive powers at the website.This drove repeat purchase, as players became thirsty for powers no other mutant had.An integrated 5X campaign surrounded the release of X-Men First Class:oCinema, TV, digital broadcasting, high-impact digital formats raised awareness of 5XoBranded TV content, digital editorial integration told the deeper 5X storyoFacebook.com/5GumANZ was our social hub: fan-base engagement included prizes for the most liked mutants, ‘Hot Or Not?’ mutant polls, exclusive X-Men First Class content

5 Gum’s market share had plateaued at 20%. Wrigley’s business objective was to increase share to 25%.

The marketing/communications objective was to create a more immersive and involving brand.Our strategy was to make 5 an experience which truly ‘stimulated the senses’ (the brand proposition), not just an advertiser.5 inhabits a dark fantasy world. This is to make the brand appealing to ‘explorers’: the imaginative and adventurous who crave discovery and new experiences.

Our research into the psychology of explorers revealed our insight: every explorer has an alter-ego: their imaginary self who can go anywhere and do anything.

Our idea was to create a new 5 flavour, 5X Mutant Gum, which stimulated explorers’ extraordinary seventh sense: their mutant sense. We collided the dark fantasy worlds of 5 and X-Men First Class to create the world of 5X, where explorers could unleash their mutant alter-ego.