GIVE EXTRA GET EXTRA
Details
Agency. EnergyBBDO – Role. Creative Director (Interactive)
Extra gum used to be all about long-lasting flavor, but struggled to build a long-lasting relationship with consumers.
Based on one of the year’s most popular online videos, “The Story of Sarah and Juan”, we created a way to deliver actual hand-drawn wrapper art, in real time, to real people. A bespoke system aggregated all images tagged #GiveExtraGetExtra, assigned them to live artists, captured a time-lapse video of the drawing, processed the sketch into wrapper art, uploaded it to GiveExtraGetExtra.com, and then delivered a unique link back to the original poster.
Case Study
"Amazing.
All this time, I've been wasting my wrappers on chewed gum."
ELLEN DEGENERES
Via Twitter
User tags photo #GiveExtraGetExtra.
Photo assigned to live artist and time lapse recorded.
System generates and sends user back final wrapper art.
Top Selling Gum Brand in the World.
25 weeks in a row.
