Early in 2003, Wrigley developed the Winterfresh Network as the primary marketing vehicle for their number one teen gum brand, Winterfresh. The concept behind the network is that teens are essentially creating the marketing and advertising for the brand. The campaign includes broadcast, print and grassroots, but online advertising and the website play a central and pivotal role. The WFN website (www.winterfresh.com) is a dynamic environment that allows teens to upload their video and audio submissions online. The submissions are then reviewed for quality and relevance. The best submissions are featured on TV, the radio and online, where they are can reviewed and rated by other teens. The site also boasts games, contests, promotions, ecards and its own radio station.