PR Team: SiX PR (Lexis’ youth division)
Timescale: January – March 2007
SiX developed a two-way relationship with Wrigley’s audience, making direct connections rather than generating coverage in the teen press alone.
The core of the campaign was a ‘FlashSnog’, based on the FlashMob model – getting people to a specific location at a specific time to perform a specific activity. FlashSnog saw scores of young people meeting at 3.08pm on 17 February and kissing their boyfriend/girlfriend for two minutes before disappearing. Promotion came via flyers, handstamping outside clubs, bars and student unions in the London area, and viral emails driving traffic to a stand-alone website.
SiX also created stories on the formula for the perfect snog for teen media. Teen author and journalist Flic Everett was made available for live webchats on teen websites.
Complementing this was a three-month ambassador campaign. A 300-strong ‘Six Collective’ of teenagers – recruited by online youth community Dubit –spread word of mouth about the new product and the FlashSnog event.
Dubit estimates the teen ambassadors generated more than 60,000 online and face-to-face conversations about the brand, and distributed nearly 40,000 samples of the new product.
The collective also created their own footage – which can still be found on sites such as YouTube – based around mating calls, which was one of the themes of the advertising campaign.