To provide the sense of discovery and exclusivity the target audience desires, we created Street Raid – a hunt within a unique online environment that combined social media capabilities with the technology of Google Street View for the first time.

Within this unique environment we hid 120 Limited Edition 5 Gum Tins across 10 cities.

Each day for 10 days, 5 Gum fans would be able to search the streets of one city to find and claim one of the tins for themselves. Launching on December 1st 2010, Street Raid was only accessible via the 5 Gum Facebook page.

Over 6,000 fans participated in Street Raid. By the end of the 10-day promotional period, 5 Gum’s Facebook wall had been plastered with over 5,000 Street Raid-related posts. And without any advertising in the market, 5 Gum had gained over 11,000 new Facebook fans.

Given the audience’s enthusiastic response, Wrigleys is now planning to export the concept to other countries, as well as develop it further to run again here in Australia.