Six created and held the first ever FlashSnog for Wrigley's Extra Ice wi...

Six was very excited to get the opportunity to work with Wrigley's on the launch of its new Extra Ice with a Liquid Burst this spring.
Our teen focused programme was developed to support the launch of the new product before the ATL hit in early March, so all of our activity took place January - March.
Our campaign was all about direct connections - taking the product and it's message to teens and making it a part of their world.
We spoke to our target audience of 13 - 19 yr olds via flyers and handstamping outside clubs, bars and student unions, viral emails were sent out via more! and Zoo online and we have also developed some focused news creation for teen media around the perfect snog.
Underpinning all of this tactical message delivering activity was a solid three months worth of teen ambassador work - Our Six Collective blogged, texted, sampled and spread lots of very relevant word of mouth about the product, our FlashSnog event and the ATL for three month.
The core of the campaign, however, was our FlashSnog. To really drive awareness and relevance around the new product while the ATL was still in development and make Extra's strap line "end your dry spell" part of the vernacular, we came up with our FlashSnog - you've heard of FlashMobbing, well, Extra Ice with a Liquid Burst brought you the FlashSnog. The FlashSnog was our way of connecting with teens and making the new gum relevant and interesting to them - and it worked! Our results?
Well, our teen ambassadors generated more than 60,000 conversations over the three months (check out YouTube and search for 'Wrigley's' - loads of our teen ambassadors content is still up there) and distributed nearly 40,000 samples. Our news creation with teen expert, Flic Everett, generated 15 live webchats around the subject of the perfect snog and in total, our activity delivered a combined OTS of 27,020,404. We also managed to generate some pretty cool coverage on the back of our FlashSnog, which was never our objective of the event with six pieces of national coverage.
Oh yes and as you ask - Extra Ice with Liquid Burst is way better than Trident...

Click here to download a video of the event (21.4mb)