Around-the-world quiz: a chewing gum case study by Territorio Creativo

Posted in: Success casesLast update: 23/04/18

With a highly visual quiz, fans of Wrigley’s 5® chewing gum were invited to demonstrate their knowledge of different world destinations. Destinations that the person who found the winning package would be able to visit during his or her trip around the world courtesy of 5®. In the following case study we reveal an excellent example of how to make the most of the tool, which, in a highly original way, combined the promotions group, the new questionnaires system, and the recruiters tool. Below we show you how.

 

The Agency

Territorio creativo is an agency with over 15 years’ experience as a social business consultant. It helps innovative businesses to evolve from publicity marketing to developing a relationship with their customers. It works to strengthen the link between the company, its product and its customers in order to improve competitiveness.

 

The Client

is a line of chewing gum from Wrigley, a market leader in the confectionary industry. Wrigley offers a wide range of innovative, top-quality chewing gum and candy. The company was founded in Chicago (USA) in 1891.

 

The Campaign

The “5® World trip” campaign was presented as a promotions group. Each independent promotion consisted in a quiz with 10 questions about six of the destinations that would be visited in the around-the-world-trip.

 

The Challenge

The main objective was to increase awareness of the 5® brand. The prize on offer was an around-the-world trip. The promotion connected the real-world, offline realm (the prize was inside chewing gum packets) with the online realm (promoting the cities and encouraging people to want to visit them).

promotions group

 

The Solution

Territorio Creativo used a version of Easypromos White Label which combined three mechanisms: the promotions group, the questionnaires system and, finally, the recruiters system.

The promotions group encompassed six quizzes about six cities. Each week, a new promotion was opened with a new quiz about one of the destinations. Each quiz lasted for one week. Participants accumulated points from each quiz and these were then displayed in the overall ranking of the group.

 

One of the questions from the Sidney quiz.

 

The questionnaires system facilitated the creation of highly visual quizzes, each with 10 questions. Each question had three possible answers and those who got all the answers right and recruited the most friends won a batch of chewing gum and a metal 5® box.

The 10-question tests were carried out about the following cities: Hong Kong, Los Angeles, Bora Bora, Auckland, Sidney and Papeete.

question quiz

One of the questions from the Bora Bora quiz

 

The Benefits obtained

  • Combining online and offline actions.
  • Increasing the number of followers of the brand
  • A very high level of participation
  • An increase in brand awareness
  • A high level of virality, thanks to its originality and recruiting system
  • Promoting knowledge of the cities of the world which the contest winner would visit thanks to the 5® promotion

 

Testimony

“Easypromos enables you to create applications which are totally customized. Their support team is always on hand to help guide you through the process.”

– Adela Martínez –

Content Planner & Social Analyst

 

¿Would you like to see how one of the quizzes worked? Preview it here.

 

Other case studies

Carles Bonfill

Easypromos CEO and co-funder

Publication date: 2015-01-16