CHALLENGE

Wrigley has always positioned Hubba Bubba as the “fun” gum and they wanted an online experience that reflected that spirit. As part of their promotional efforts, Wrigley ran a Hawaiian vacation giveaway that involved consumers coming to their website to enter prize codes from the gum’s package. Wanting to capitalize on the increased traffic the promotion would generate, they challenged Fuel Industries to give visitors a more engaging experience on the site.

STRATEGY

To find the concept for a memorable online game, we expanded on the growing television campaign created by Energy BBDO and brought the bubble-gum blowing animals to life with a bubble-racing adventure. It was decided that each game would end with a chance for players to enter their prize code, rather than making the game only accessible to product purchasers. This way, gamers are re-instilled with a reminder to purchase and continue to develop brand affinity.

CREATIVE AND EXECUTION

A side scrolling race game was designed, using a fish floating with a Hubba Bubba bubble as our hero. He has to sneak through the jungle, avoiding spikes and traps while finding fruit, mulitipliers and packs of gum to use as his power-up. Through cartoon style, the game develops a frantic pace without ever feeling dangerous.

The game is designed to be kid-friendly right from the starting screen. Everything on the page is interactive, including the cartoon sea life. By clicking on the shells and foliage, players can create a soundscape before the game begins. Fuel Sounds provided a Caribbean themed soundtrack to keep the game light and fun. All of the characters and backgrounds in the game were classically animated to help give the game an organic feel.

RESULTS

Specific results are confidential.