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Wrigley amplifies its marketing mantra this IPL season

Wrigley amplifies its marketing mantra this IPL season

Author | exchange4media Mumbai Bureau | Saturday, Apr 17,2010 8:25 AM

Wrigley amplifies its marketing mantra this IPL season

Continuing its association with sports, Wrigley has made its presence felt through Indian cricket second year in a row with its association with IPL teams. With this alliance, Wrigley’s leading brands – Orbit sugar-free chewing gum and Boomer bubble gum – are engaging consumers in two interactive consumer campaigns for each of the brands. Titled Orbit 12th Man and Boomer T20 Mania, the campaigns give cricket lovers and consumers a chance to inch closer to their favourite IPL teams.

Orbit 12th Man is a unique contest, which gives 49 lucky winners a chance to stay, fly and interact with their favourite IPL team and take home exclusive goodies and merchandise. The promotion is based on SMS platform, details of which can be found on the official contest site – Every SMS sent with the unique scratch code found behind close to two crore Wrigley Orbit special edition packs guarantees an array of prizes like digital goodies like mobile games, wallpapers, pictures of one’s favourite team, ring tones, fan T-shirts, wrist bands, miniature bats and much more.

Bearing in mind the growing social media frenzy, Orbit 12th Man has also got a boost through its official Orbit 12th Man Facebook fan page and Twitter profile. Over the first few days of the launch, the Facebook fan page reportedly had over 2,000 fans. The promotion is being heavily supported through a multi-media campaign that includes TVC, print, radio, cinema, outdoor and digital initiatives.

Simultaneously, Boomer’s T20 Mania has created a distinct on-pack consumer promotion driven hard on-air and amplified through an extensive ground level campaign covering 100-plus cities and engaging over eight lakh kids. Lakhs of T20 Mania gifts, ranging from special IPL team sunglasses, wrist band watches to match tickets, are up for grabs as part of this promotion. Boomer T20 Mania has also reached out to consumers through a unique bat signing campaign. This encourages consumers to support their favourite IPL team by signing multiple giant bats travelling across catchment areas of respective IPL teams. At the end of the campaign, the team that takes away the most signatures will be declared the Boomer T20 Mania winner.

Speaking about the campaign, Himanshu Khanna, Director Marketing, Wrigley India Pvt Ltd, said, “With the IPL excitement reaching greater heights this season, it was an obvious decision for both our leading brands to initiate consumer engagement programmes with similar effect. Each of the initiatives has been designed with the brand essence and consumer interest as the focal points. The success of these distinct campaigns is due to their innovative strategy of 360 degree marketing, which has struck a chord with the consumer.”

Promotional activities during IPL Season 3 includes the launch of special edition packs, jars and many other exciting offers that are available for a limited period only. The company has also launched new TV commercials for both Boomer and Orbit solely dedicated to IPL.

These contests can be viewed at and and can be followed on Facebook and Twitter.

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