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 Forum index » Archive » Archive: General » ARG: Test Subjects Needed
[META] In the News
Moderators: thebruce
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thebruceModerator
Dances With Wikis


Joined: 16 Aug 2004
Posts: 6899
Location: Kitchener, Ontario

 		 [META] In the News
Links to articles and coverage of the campaign
This campaign's getting some attention. Seeing as we don't yet have a meta thread for linking to news articles and whatnot, I thought there should be one...

To start it off, I just came across this article

http://www.reveries.com/2011/08/wrigleys-web

Quote:
it's "unusual for a consumer-products company. It is also unusual to tease something that has already been on the market for a while." Wrigley's 5 launched five years ago. But Martin Schlatter, Wrigley's chief marketing officer, says it makes perfect sense. "This is the true nature of the brand, which is exploratory," he says. "You go down the rabbit hole, and you don't know how deep it is or where it goes."

5gum definitely has a unique feel to its brand that no other gum has, which lends to the theory that this is the type of project they had in mind since the inception of the gum. I doubt that's true, but this campaign certainly fits the feel of the brand, imo
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PostPosted: Thu Aug 25, 2011 8:50 am
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marczellm
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Joined: 08 Jun 2011
Posts: 112

 		Although they're basically saying the same things, sometimes word-by-word, here's 3 more:

http://www.brandingmagazine.com/2011/08/24/wrigleys-survival-code-for-its-5-brand/
http://www.moxieinteractive.com/pulse/2011/08/23/wrigleys-test-subjects-deliver-results/

This is the Wall Street Journal article that most other articles (the ones a Google search would result) summarize:
http://online.wsj.com/article/SB10001424053111904070604576514651500024920.html

No really new information in any of those other than the estimated number of players which is 600,000.

PostPosted: Thu Aug 25, 2011 12:13 pm
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sinz
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Joined: 02 Jul 2011
Posts: 168

 		Hah! if this is true then I wasn't spouting bs out of my ass =P

PostPosted: Thu Aug 25, 2011 8:02 pm
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Felinae
Boot


Joined: 11 Jun 2011
Posts: 27
marczellm wrote:

http://www.moxieinteractive.com/pulse/2011/08/23/wrigleys-test-subjects-deliver-results/


Well, this certainly sums it up.....

Implications: While transparency is great, mystery can drive interest and engagement with your brand. Alternate reality games are a fun way to immerse participants in your campaign while still driving sales by linking your product directly to the unfolding of the story.

PostPosted: Sat Sep 10, 2011 7:24 pm
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Fishjp
Entrenched


Joined: 05 Feb 2008
Posts: 875
Location: Beneath a sky of Blue and a sea of Green.

 		Summer Glau Interview
http://collider.com/summer-glau-human-preservation-project-interview/132535/

I have not been following this but when I saw the words Alternative Reality Game and Summer Glau appear together in a news feed, I perked right up.
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PostPosted: Thu Dec 15, 2011 1:04 pm
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