Comments on: Wrigley’s spearheads new gum launch with social media campaign

By: Tom

Tom — Thu, 16 Jul 2009 02:59:03 +0000

Oh dear. This campaign is going to flop harder than Trent Waterhouse onto an unconscious Stephen Price.

By: Laurel Papworth

Laurel Papworth — Wed, 15 Jul 2009 11:21:18 +0000

yeah I went there – massively confusing site… Usability is a whole different issue. Wot gives with these sites that try look like 25 TV stations playing at once, eh?

By: RD

RD — Wed, 15 Jul 2009 10:23:59 +0000

Laurel did you actually visit the website? It doesn’t look to me like they’re asking people to remix the tv ads, but the other pieces of work on the site.

On a slightly related note, interesting how this post has gotten so many comments, could it be from the ‘social media experts’ all needing to throw in their 2c (some without visiting the site by the looks) because social media was mentioned in the title?

By: Laurel Papworth

Laurel Papworth — Wed, 15 Jul 2009 06:38:29 +0000

Take an ad that is two years old http://www.youtube.com/watch?v=PLp9gSpUQFM
and tell people to remix it.

The challenge is, this is not the type of ad that communities habitually mashup. It is an ad that wins industry awards (it won some in 2007, no?) but not one that inspires user generated content.

The WhereTheHellIsMatt.com and Stride Gum has much more of the hooks for community created content – particularly being easily copyable, and not pushing the production values out of reach of normal folk. I liked the guy that danced in his undies in front of laundromats Easy to copy, easy to understand, easy to create/edit… not agency created artwork.

We’ll see – perhaps the content creators are ready for level of commitment but something tells me… no. And if it’s taking an ad that is two years old and simply rehashing it (no new shots, just remixing) give that to the interns in the agency, not creatives in communities. They ain’t buying.

Sorry, I’m with Duncan of the Inspiration Room but hey, good luck with it. Hope you prove me wrong Wrigleys

By: Scott Drummond

Scott Drummond — Wed, 15 Jul 2009 04:06:21 +0000

Without sounding too negative perhaps the problem here is that the demand for a new chewing gum is debatable, however fancy you dress it up, however ‘exxxtreme’ you make the TVCs, and however much you try to build a buzz around it.

There are already so many varieties of gum cluttering the front of cash registers around Australia and across the world. Clearly there’s money in the market but in terms of innovative thinking this campaign doesn’t really deliver for me.

What is the truth of this brand?

Be damned if I can work it out.

By: Andrea

Andrea — Wed, 15 Jul 2009 01:10:22 +0000

Love the campaign, hate the packaging.

By: Ben

Ben — Tue, 14 Jul 2009 08:26:57 +0000

slick site, nice design. as a user i’m not sure what i’m supposed to do. have to assume they’ll be adding more content as there’s not much interesting for joe schmoe here.

By: Damian Guiney

Damian Guiney — Tue, 14 Jul 2009 05:27:47 +0000

Hmmm… still no remixes. I’m in two minds about this one. On the one hand I think the barrier to entry is too high for so little incentive, and that will hinder involvement. Someone mentioned ‘lazy’ above, and I think there’s something to that.

On the other hand, the barrier should encourage people to explore and discover, and the end results will probably be better for it.

While not wishing the campaign anything but success (it looks awesome BTW), I just don’t think it has what it takes to truly ‘go off’.

By: Wayne

Wayne — Tue, 14 Jul 2009 04:27:40 +0000

Is that really what chewing gum consumers want?

Or is it the media/creative de jour?

By: Rock Lobster

Rock Lobster — Tue, 14 Jul 2009 03:22:34 +0000

The whole campaign seems to be a big remix of a bunch ideas currently being executed.
Even Cornetto had a remix competition over summer! So this concept just seems to be a bit dated. By ‘bit’, I mean very dated.
I just can’t see anyone remotely interested in music production, or remixing, spending their time on this, when there’s about 20 other much better remix competitions happening that’ll gain you either a) cred, or b) a great prize.
This has neither. And even Cornetto had a ‘remix machine’.

And with regards to content links, etc, check Becks Uberselktor. That was/is same idea, but better looking. And atleast they promote all Australian content. These links had me all over the world. Gotta support within own turf if they want that support back.

Right, my breath stinks from whinging too much. I’m off to get some mints.

By: Simon

Simon — Tue, 14 Jul 2009 03:11:51 +0000

“There are currently no remixes, download the artist’s assets from their page and be the first!”

I’m sure it will get moving – even without an incentive – but might be a good idea to get a little bit of seeding going on. Nothing worse than a site relying on content generation with nothing on it.

By: dan

dan — Mon, 13 Jul 2009 22:48:11 +0000

well done nic and crew and clems…’remixing’ is a well established trend in the USA, but good to see a brand bring it to australia and innovate around it using social media tools….good stuff guys

By: Ash

Ash — Mon, 13 Jul 2009 14:47:25 +0000

Some of the content on there is quite good. Loved the photos of the packets in the air.

http://5gum.com.au/index.php/a.....rtist_id=8

Will be interested if people “remix” the content. Not sure there is much incentive.

Sad thing for me is the artists dont get much of a feature. Just their name and no link to their profile or more info.

I’m hoping they engage more than 5 artists but as it’s 5gum that might be it? Seems like a soft launch while we wait for all the other “cool” content to be uploaded?

By: Jason Dunstone

Jason Dunstone — Mon, 13 Jul 2009 10:11:06 +0000

Very dynamic creative and solid consolidated digital media strategy. It will be interesting to watch consumer response. I do observe the campaign with some confusion as to the target audience, seemingly males, and how it will connect with them to truly engage them to ‘remix content’. Males are, in our experience, pretty lazy when it comes to empowering. Well built, but will they come?

By: TONY RICHARDSON

TONY RICHARDSON — Mon, 13 Jul 2009 06:16:12 +0000

Oh Ben! That’s so last century.

Next you’ll be asking what return the digital component gave.