Orbit Spotlight Series Creates Customized Packages for Customers
Katherinev123 — January 10, 2012 — Lifestyle
The Orbit Spotlight Series is a campaign from Wrigley's Orbit chewing gum that combines social media and personalization to give consumers a fun and interactive brand experience.
Created to promote the brand's new Remix line of gum, the Orbit Spotlight Series comprises a Facebook design app that will create customized packages of Orbit gum for individual users. The designs are based on the user's Facebook information, such as his friends, photos and 'likes.' When you 'like' Orbit's Facebook page, an app collects your data and creates a personalized chewing gum package just for you. Facebook fans will get to vote on their favorite package designs and participants will also get a chance to enter a contest to appear on an actual Orbit gum package.
Created to promote the brand's new Remix line of gum, the Orbit Spotlight Series comprises a Facebook design app that will create customized packages of Orbit gum for individual users. The designs are based on the user's Facebook information, such as his friends, photos and 'likes.' When you 'like' Orbit's Facebook page, an app collects your data and creates a personalized chewing gum package just for you. Facebook fans will get to vote on their favorite package designs and participants will also get a chance to enter a contest to appear on an actual Orbit gum package.
Trend Themes
1. Personalized Branding - The trend for personalized branding offers opportunities for companies to create unique and interactive brand experiences
2. Social Media Integration - Integrating social media into products and services offers opportunities for companies to engage with their customers in new and exciting ways
3. Gamification of Marketing - Gamifying marketing campaigns helps to increase customer engagement by creating interactive and enjoyable experiences
Industry Implications
1. Food & Beverage - The food and beverage industry can benefit from personalized branding to create unique and memorable customer experiences
2. Marketing & Advertising - The marketing and advertising industry can leverage social media integration to provide clients with innovative and impactful campaigns
3. Technology - The technology industry can contribute to the gamification of marketing campaigns by providing tools and platforms to create interactive experiences
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