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Wrigley Lures Game Players To Sell 5 Gum Brand

An online ad looking for "test subjects" for an alternate-reality game has garnered 600,000 participants since May. In reality, though, it is part of the marketing plan for Wrigley's 5 gum brand, introduced in 2007 to get teens and young adults back into chewing gum.

The gum maker's game, dubbed "The Human Preservation Project," claims to be recruiting players to take part in virtual experiments to save the human race by maintaining sensory experiences.

Read the whole story at Wall Street Journal »

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