5, the gum that can «Stimulate Your Senses,» launched new 5 REACT to invite chewers to participate in never been done before digital experiences that they could share with their social networks.

Via an exclusive partnership with the Coachella Valley Music & Arts Festival that included an unprecedented, webcast of the three-day event, and the launch of 5REACT.com where consumers created a personalized, interactive 3D animation, 5 gum brought 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.»

During this year’s Coachella music festival, scheduled for April 16-18, 5 gum offered fans attending the country’s premiere music event access to a «Sensory Studio» video pod and a «Digital Mosaic» photo booth where they could 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 didn’t attend Coachella were invited to view the premiere event from any computer courtesy of a daily 5 gum webcast which could be accessed via a custom application available at Facebook and Myspace.