5 Gum Street Raid – Online Treasure Hunt

In order to promote the limited edition 5 Gum tin Wrigley’s have launched the 5 Gum Street Raid, a treasure hunt hosted on Google Street View. Using Google Street View, 5 Gum has hidden 120 Limited Edition 5 Gum Tins in 10 cities. Each day for the next 10 days, 5 Gum’s Facebook fans will be given access to one of those cities in order to search and score a tin for themselves. The 5 Gum Street Raid will target destinations online throughout Australia and New Zealand before a finale in New York City on December 10th.


Video - 5 GUM STREET RAID


This is a nicely executed idea, and as highlighted on Creative, is very well suited to the 13 to 17-year-old net savvy target audience who are more than comfortable Social Networking and interacting with brands in the online space. It has also been posted that the page currently boasts the fifth largest brand Facebook group in Australia, however have not personally used the Facebook element of the page as much as they could’ve with an audience of now 242k.



Pic - 5 Gum Facebook Page


I think this is always an interesting issue for brands to tackle when creating a Facebook page and engaging a community, and can be difficult to engage an audience long term. I have included some examples of interesting brand pages below I have come across, however would like to know if there are any you guys have seen!


Tampax ‘Mother Nature’
Marks & Spencer
Starbucks
Aviva ‘Be The Big Picture’