Lisa McTigue Pierce / Packaging Digest

Wrigley rolls out interactive mobile initiatives
on gum packs

Wrigley is rewarding Orbit and Juicy Fruit gum consumers who use interactive mobile technology to unlock prize points and exclusive brand content. Orbit Back-to-School campaign features SnapTags on 100 million packages of Orbit gum. SnapTags will also be featured on packages of Wrigley's Juicy Fruit gum to excite mobile fans of its wildly popular Serenading Unicorn.

During the Orbit back-to-school instant win campaign, in effect from July through October, 2011, the inside flap of gum packs will feature one of 30 different SpyderLynk SnapTags, a logo-centric alternative to quick-response (QR) codes. Mobile consumers snap and send a photo of the SnapTag to find out if they are a winner.

Participating consumers have the opportunity to instantly win between $20 and $100 a day in Orbit Bucks. Winners receive a response text detailing the amount of Orbit Bucks they won and information about how to cash in on "Back-to-School" prizes ranging from sunglasses and backpacks to watches and computers. Consumers can participate daily to increase their chances of winning more Orbit Bucks—and more Orbit Bucks gives the consumer access to prizes of greater value.

SpyderLynk SnapTags will also be featured on packs of Juicy Fruit gum to give fans of its wildly popular online video series, the Serenading Unicorn, something to sing about.

"Packaging is the marketing mix tool closest to the consumer, offering marketers an amazing opportunity to influence loyalty and repeat purchase decisions. Wrigley has two innovative programs running this summer to drive purchase frequency for one brand and loyalty for the second brand. We're elated that Wrigley chose SnapTags on packaging to engage consumers," says Nicole Skogg, SpyderLynk founder/CEO.