Wrigley chews over its ‘Back-to-School’ promotion in the US

Marketing technology specialist, SpyderLynk, has designed a novel promotion for its client, Wrigley, the chewing gum manufacturer, in which the company’s SnapTags, a logo-centric, accessible QR Code alternative, are used as part of a mobile interactive initiative in which Orbit and Juicy gum consumers are rewarded.

During the Orbit ‘Back-to-School’ instant win campaign, the inside flap of gum packs feature one of 30 different SnapTags. Consumers snap and send the photo of the SnapTag to find out if they have won a prize of from $20 to $100 a day in Orbit Bucks, which can be exchanged for ‘Back-to-School’ prizes ranging from sunglasses and backpacks, to watches and computers.

SpyderLynk SnapTags will also be featured on packs of Juicy Fruit gum to give fans of its popular online video series, the Serenading Unicorn, something to sing about, according to the company.  ‘Packaging is the marketing tool closest to the consumer, offering amazing opportunities to influence loyalty and repeat purchase decisions.  Wrigley has run two innovative programs this summer to drive purchase frequency for one brand, and loyalty for the second brand,’ explained Nicole Skogg, SpyderLynk founder and CEO.