Wrigley Amplifies Its Marketing Mantra This Cricketing Season

April 14, 2010 - PRLog -- NEW DELHI, APRIL 14, 2010 – Continuing its association with sports in a big way, Wrigley, world’s leading gum company, makes its presence felt through Indian cricket second year in a row with its association with IPL teams. With this alliance, Wrigley’s leading brands Orbit® sugar-free chewing gum and Boomer® bubble gum are engaging consumers in two interactive consumer campaigns for each of the brands. Titled Orbit 12th Man and Boomer T20 Mania, the campaigns will give cricket lovers and consumers a chance to inch closer to their favourite IPL teams.
Orbit 12th Man is a unique contest which gives 49 lucky winners a chance to stay, fly and interact with their favourite team and take home exclusive goodies and merchandise. The promotion is based on SMS platform; details of which can be found on the official contest site www.orbit12thman.com. Every SMS sent with the unique scratch code found behind close to two crore Wrigley Orbit special edition packs guarantees an array of prizes like digital goodies like mobile games, wallpapers, pictures of your favourite team, cool ring tones, fan t-shirts, wrist bands, miniature bats and much more.
Bearing in mind the growing social media frenzy, Orbit 12th Man has also gained boost through its official Orbit 12th Man Facebook fan page and Twitter profile. Over the first few days of launch, the facebook fan page had 2000 + fans and is growing by the day. The promotion is being heavily supported through a multi media campaign including TVC, print, radio, cinema, outdoor and digital initiatives.
At the same time, Boomer’s T20 Mania has created a distinct on pack consumer promotion driven hard on-air and amplified through an extensive ground level campaign covering 100+ cities and engaging over eight lakh kids. Lakhs of T20 Mania gifts ranging from special IPL team sunglasses, wrist band watches to match tickets, etc. are up for grabs as part of this promotion.  Boomer T20 Mania has also reached out to consumers through a unique bat signing campaign. This encourages consumers to support their favourite IPL team by signing multiple giant bats travelling across catchment areas of respective IPL teams. At the end of the campaign the team that takes away the most signatures will be declared the Boomer T20 Mania winner.    
Speaking about the campaign Mr Himanshu Khanna, Director Marketing, Wrigley India Pvt Ltd said, “With the IPL excitement reaching greater heights this season, it was an obvious decision for both our leading brands to initiate consumer engagement programmes with similar effect. Each of the initiatives has been designed with the brand essence and consumer interest as the focal points. The success of these distinct campaigns is due to their innovative strategy of 360 degree marketing which has struck a chord with the consumer.”
Promotional activities during IPL season 3 includes the launch of special edition packs, jars and many other exciting offers that are available for a limited period only. The company has also launched new TV commercials for both Boomer and Orbit solely dedicated to IPL.  
These contests can be viewed at www.orbit12thman.com and www.boomerfunzone.com and can be followed on Facebook and Twitter.