5 Gum: Truth or Dare Challenge
Principal authors: Allison Arling-Giorgi and Elke Anderle, Energy BBDO Contributing authors: Larry Gies and Matt Sundstrom, Energy BBDO
Introduction
In 2014 we had a game-changing idea for 5 Gum. We transformed our packs into games of Truth or Dare that would give teens and young adults a reason to engage with the brand again. But we didn't stop there; we also gave them a way to earn the social currency they crave by making the in-pack game more social. The result? Our program contributed to a phenomenal 17% lift in sales velocity...