5(R) REACT(TM) Mint and REACT Fruit Launches With Custom Digital Experiences For Fans

CHICAGO, April 15 /PRNewswire/ -- 5, the gum that will "Stimulate Your Senses," is launching new 5 REACT and to celebrate is inviting chewers to participate in never been done before digital experiences that they can share with their social networks. Via an exclusive partnership with the Coachella Valley Music & Arts Festival that includes an unprecedented, webcast of the three-day event, and the launch of 5REACT.com where consumers create a personalized, interactive 3D animation, 5 gum is bringing to life the unique flavors of REACT that everyone experiences differently.  

"5 gum is known to 'Stimulate Your Senses' and we are always looking for innovative digital platforms to extend the sensory experience to 5 gum fans online," said Paul Chibe, Wrigley's Vice President U.S. Gum & Mints.  "Our partnership with Coachella and the creation of 5REACT.com offers everyone the chance to experience a customized digital world like never before, including 3D user generated content, live high definition streaming and personalized artist set lists for Coachella."

Coachella experience

During this year's Coachella music festival, scheduled for April 16-18, 5 gum will offer fans attending the country's premiere music event access to a "Sensory Studio" video pod and a "Digital Mosaic" photo booth where they can capture a personal message or image commemorating the weekend and share with their social networks via online galleries hosted at Facebook.com/5gum and Myspace.com/5gumwebcast.

Fans who aren't attending Coachella are invited to view the premiere event from any computer courtesy of a daily 5 gum webcast which can be accessed via a custom application available at Facebook.com/5gum and Myspace.com/5gumwebcast:  

• Fans download the application from either portal to create a personalized itinerary featuring a customizable set list for each day's live webcast and artist performance alerts to remind them to tune-in
• Each day, three live webcast streams allow fans to customize the artist performances with multiple camera angles, including one stream shot in high definition to truly create a premium concert event
• The webcast also provides access to exclusive feeds from backstage and general festival footage

All music fans, regardless of whether they participated in Coachella live or on-line, are invited back to 5 gum's online Coachella galleries hosted at Facebook.com/5gum and Myspace.com/5gumwebcast as of May 3, 2010 to view archived performance footage, exclusive on-demand artist interviews and to receive complimentary music downloads.  

5REACT.com experience

5 gum is extending the digital experience surrounding new 5 REACT by introducing 5REACT.com, a groundbreaking website offering an online sensory journey where consumers can create a personalized, interactive 3D animation and share their experience with their social networks:

• 5REACT.com leverages Facebook Connect technology to pull in fans' photos, allowing users to create a personalized 3D animation they can share online
• Users can further personalize their 5REACT.com journey by customizing color, shape, texture and more via their computer keyboard
• There are two ways to experience 5REACT.com, via the 5 gum Facebook fan page or as an on-line thrill seeker viewing others custom 3D animations  
  • In March, 5 gum Facebook fans were invited to opt in to receive one of 100,000 exclusive samples by mail; each 5 gum envelope included a full pack of either the new 5 REACT Mint or 5 REACT Fruit, a unique code and pair of 3D glasses to help users create their personalized 3D animation at 5REACT.com.  
  • On-line thrill seekers who choose not to receive an exclusive sample in time can participate in the 3D world by viewing others' animations in the online gallery

5 REACT is available at retailers nationwide for a suggested retail price of $1.49 and in multi-pack with three, 15-stick packs for the suggested retail price of $3.49.

About Wrigley

The Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate.  The Company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries.  Three of these brands – Wrigley's Spearmint®, Juicy Fruit®, and Altoids® – have heritages stretching back more than a century.  Other well-loved brands include Doublemint®, Life Savers®, Skittles®, Big Red®, Boomer®, Pim Pom®, Winterfresh®, Extra®, Starburst®, Freedent®, Hubba Bubba®, Orbit®, Excel®, Creme Savers®, Eclipse®, Airwaves®, Solano®, Sugus®, Lockets®, P.K.®, Cool Air® and 5™.  Wrigley is headquartered in Chicago, Illinois and operates as a subsidiary of Mars, Incorporated, based in McLean, Virginia.  Mars is a $30-billion, family-owned company that produces some of the world's leading confectionery, food and petcare products and has growing beverage and health & nutrition businesses.

© 2010 Wm. Wrigley Jr. Company.  All Rights Reserved.  5, React, Stimulate Your Senses, Wrigley's Spearmint, Juicy Fruit, Altoids, Doublemint, Life Savers, Big Red, Boomer, Pim Pom, Winterfresh, Extra, Freedent, Hubba Bubba, Orbit, Excel, Crème Savers, Eclipse, Airwaves, Solano, Sugus, P.K., Cool Air and any affiliated designs are trademarks of the Wm. Wrigley Jr. Company.

SOURCE Wrigley

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