Wrigley has built a lot of consumer awareness for its “5” gum, introduced in 2007, with an alternate reality Web game, “The Human Preservation Project,” which has resulted in the company’s most successful brand launch ever, according to The Wall Street Journal.
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Editor’s Insight: Wrigley has taken a pioneering role in utilizing Web games to promote a consumable product. Wrigley claims 600,000 people have taken part in this game.
Codes for this game are included in quick response (QR) codes attached to the Wrigley 5 gum packs. The company assigned names such as “Cobalt” and “Rain” for its product that fit in with the alternate reality game. Consumer products manufacturers have only begun to find ways to market their products using QR codes and Web games. 08-23-11 by Elliot Maras
