Website Excellence: Food and Beverages: Firstborn; Wrigley,

Firstborn and EVB

Food and Beverages

Website Excellence: Food and Beverages: FirstBorn

Wrigley's takes online technology and offline integration to impressive levels. Users log in through Facebook Connect and go through a door to see if they've been "chosen." They enter an alternate 3-D universe in which they're surrounded by images/messages pulled from their Facebook profiles, populating virtual television screens. When a "chosen" message appears, a man puts something in a black envelope showing the fan's name/address. Once fans click to submit, the brand mails out a black-enveloped package bearing a pack of 5 React gum, 3-D glasses and a code. Returning to the site, they use the code/glasses to experience/interact with a 3-D motion piece customized to the user, and can post the video in an online gallery.

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