Beyond utilises Internet interactive games for Wrigley's brand-building

Beyond Interactive claims it has successfully utilised all the strengths the Internet has to offer to create an effective brand-building campaign for Wrigley's chewing gum without having to resort to traditional advertising at all. Beyond, part of Grey's global advertising network, created a purely brand-building site for the FMCG company with banner and other types of ads placed in sites frequented by Hong Kong youngsters. It also rented an email database list of youngsters to initiate an email marketing campaign. Kenny Wong, Beyond's general manager, said, "We're not using the Web to inform people about how chewing gum is manufactured. Neither are we asking them to buy online." At www.wrigley.com.hk, people learn about the core values of the four main sub-brands belonging to Wrigley's - Juicy Fruit, Doublemint, Extra and Spearmint - through playing games online. For instance, consumers, learn that Doublemint can rid them of bad breath and Extra can help in the fight against tooth decay. The target market of the campaign was 15 to 25 year olds, a group described by Mr Wong as treating the Internet as a lifestyle. "Attempting to reach them through traditional media was in our view not viable. Because they are more likely to be on the 'Net looking for information or chatting with friends, we knew that our ads had to be on sites they are likely to be on. "In addition, we had to make it interesting and compelling for them to click onto Wrigley's website by telling them that they could compete against each other in online games and that great gifts could be won by the most outstanding players," Mr Wong said. Beyond regional co-founder and CEO Viveca Chan said one of the important insights that was built into Wrigley's site was that young people are very competitive. She, however, stressed that the real power behind the website was the tracking systems at the backend that could determine whether a certain strategy or site was effective. If not, then the style of an ad or its placement could be changed in real time so that traffic to Wrigley's site could be optimised. "You can see how the campaign is progressing. With just a click, you can see how many people have registered and even how far people have gone into the game. "But our biggest asset is being able to optimise the media and creative strategy on the fly and for the Internet this is important because most campaigns are very short, maybe just a couple of weeks," said Ms Chan. A viral marketing mechanism is also incorporated into the site so that if people are impressed with the games, they can tell their friends through a convenient email facility. The results speak for themselves. In the first three weeks of the campaign, 36,000 players were registered. However, Beyond is not resting on its laurels. Ms Chan said, "We're still on the learning curve up. The Internet is a medium that is always changing. New technology can make obsolete what was cutting edge very quickly. So we have to remain on our toes."

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