CATEGORY B – INNOVATIVE USE OF EXISTING MEDIA Entry title: MyPartyFusion Advertiser: Wrigley

1. CATEGORY B – INNOVATIVE USE OF EXISTING MEDIA Entry title: MyPartyFusion Advertiser: Wrigley Entry maker: OMD, Sonce.net

2. MyPartyFusionSempl – Category B

3. Challenge • Winterfresh needed to gain popularity among young 16-24. • New product Winterfresh Fusion was just the right opportunity to start smarter communitaction with young people. • Client was not sure about the launch date of products (between March and July) Communication message • Chewing as well as Winterfresh Fusion is cool. • Chewing = socializing.

4. Key Insights Young adults 16-24 are • socially liberal • highly educated • technologically savvy • engaging with media in new, deeper and more passionate ways • connected with their on line communities

5. BIG IDEA was born • Let’s create a central meeting pointfor Winterfresh Fusion target groupby building the community site which is a mixture of a chat, dating and gaming. • ...where young people can organize and attend virtual parties. • ... where the best organizer winsthe position of the producer of real MTV Fusion party.

6. Visitors had numerous options They could • Create their avatar • Decorate their own party place • Choose music • Organize their parties and invite their friends • Attend parties • Chat during the party • Perform different actions (dance, shout, wave etc.) • They traded with currencycalled Fusion • Read blogs of MTV VJs • Compete for the producer of the big MTV Fusion Party andorganize real party of their dreams

7. Media strategy The whole media strategy was built around the portal. We started with with the buzz on and of line and developed special show on MTV where weekly winners could show their party talens in reality. MTV run 15 weekly shows and will air the final MTV Fusion Party which will take place on 23rd Nov. All that was accompanied by mass media advertising focusing first on the portal and later on the product plus portal.

8. For the explanation of the project please click here and see the movie In case it doesn’t work, click on the file outside of ppt

9. Results • Two-months after the launch of the portalsolely by using viral techiques MyPartyFusion had • 663.000 hits • 3.800 contestants • 6.000 parties • 300 mentions in forums and the blogsphere • 4 months after the launch of the portal • 2.3 mio hits • 105,000 individual users • 41% returned at least 5 times • 11,300 contestants/registered • Spent 13 minutes on the site (which is far above the average of 5 min) • 55% (16-24) liked the portal • Second biggest on line community in Sloveniaby the number of registered

10. Results • 20,000 parties • 130 print and web articles • More than 1000 mentions on forums and the blogsphere • In Slovenia and Croatia WF achieved world biggest market share in gum category (6,4 % SLO, 4,4 % CRO) • 71% awareness of Winterfresh Fusion (16-24) after first month of product TV campaign • 34% trial rate (16-24) of the product in the first month • Portal is still alive. We have built very loyal on line community which now counts 150.000 unique users and 16.000 registered users aged between 15-25.