Wrigley
“Orbit Smile” Award
Wrigley, the number one gum manufacturer in the world, wanted to create brand awareness for its “oral care” product line, Orbit. Wrigley appointed Upstream to create an innovative SMS/MMS mechanism that would allow consumers to participate in the “Best Smile Award” promotional activity.
Objectives
The aim of the promotional activity was to create a buzz around Orbit (connecting the best smile with the consumption of Orbit gum) and to gather consumer data.
The Campaign
The promotion was supported with both ATL and BTL communication. Consumers were prompted to text ORBIT and send an SMS to a special short code in order to get information on the various ways one could participate in the promotional activity.
Upstream designed, developed and managed an application where consumers could send their photograph via MMS.
Then, in order to successfully conclude their registration, consumers were asked to send in their personal data and their “smile style”. Each smile style represented a different Orbit flavor.
Each successful registrant then received an SMS with instructions on how they could monitor the number of votes they received in the competition. A similar mechanic was developed for field promotion teams which proved to be a very effective recruiting method.
The grand prize of the competition was a VW Beetle cabrio.
Upstream undertook all operational matters of the promotion, from developing a unique game design and technical implementation, to copywriting and management of interactivity 
Wrigley, the number one gum manufacturer in the world, wanted to create brand awareness for its “oral care” product line, Orbit. Wrigley appointed Upstream to create an innovative SMS/MMS mechanism that would allow consumers to participate in the “Best Smile Award” promotional activity.
The aim of the promotional activity was to create a buzz around Orbit (connecting the best smile with the consumption of Orbit gum) and to gather consumer data.
The promotion was supported with both ATL and BTL communication. Consumers were prompted to text ORBIT and send an SMS to a special short code in order to get information on the various ways one could participate in the promotional activity.
Upstream designed, developed and managed an application where consumers could send their photograph via MMS.
Then, in order to successfully conclude their registration, consumers were asked to send in their personal data and their “smile style”. Each smile style represented a different Orbit flavor.
Each successful registrant then received an SMS with instructions on how they could monitor the number of votes they received in the competition. A similar mechanic was developed for field promotion teams which proved to be a very effective recruiting method.
The grand prize of the competition was a VW Beetle cabrio.