Wrigley’s Orbit chewing gum is running a new socializing initiative that combines fun and creativeness in a Facebook app. The Facebook initiative is the second phase of the digital campaign called Orbit Spotlight Series, which is aimed to promote the fruit-flavored Remix line of gum in the US.
Orbit Spotlite Series suggests users to create their own pack using their Facebook data. Once liked, the app collects information about the participant and produces an exclusive pack design turning “each person’s Facebook life a work of art” and take part in a contest with a chance to appear on a real Orbit package this year.
To launch the contest, Orbit has teamed up with EVB (Evolution Bureau) digital artist Joshua Davis, who is a pro in building algorithmic systems. Design may include information relating to users friends, their likes, photos relationships, and their birthday. Users vote for their favorites till the end of February.
Orbit ran similar initiatives last spring. College students in design and art and communications programs submitted hundreds of entries to participate in the contest for Orbit’s latest gum flavor, Melon Remix. Eight winners won a chance to design the packs of Orbit that appeared at many national retailers and two of winners received $5,000 in cash.
Within the Orbit Spotlight Series, the brand will introduce about 60 new pack designs for its Remix flavors in 2012.
Last fall, Orbit launched a marketing campaign in Russia that included animated TV spots and an online game.