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Duckface Season is a web-based mobile game that lets you pull your friends’ duckfaces from Facebook and turn them into clean, confident smiles with Orbit gum. Hit duckfaces with a piece of Orbit gum and change them into clean, confident smiles with our signature Orbit “ding.”

After playing the game, users share the changed images back to their friends on social media, supporting our initiative and delivering our brand message: nothing is more attractive than a clean, confident smile.

To help spread the word, we worked with influencers, tapped into the #KylieJennerChallenge, made banners, created memes and built video “PSAs” – all inspired by Orbit’s mission to eradicate duckfaces once and for all.

According to Netbase, when we launched the game, positive sentiment around #Duckface dipped from 92% to 3%. Social engagement across owned channels grew 240%. These numbers continue to grow every day.