Leveraging features of social networking sites, Wrigley's Orbit White brand this week launched a promotional microsite, which centers on a "cult" obsessed with whiter smiles.
The
initiative developed by agency EVB targets men and women, 18 to 34 years old, who are self-conscious about their smiles. The site submerges visitors into an exceptionally bright desert oasis where the
"Friends of Bright" are gathered to celebrate their "super bright" lifestyle.
Using Flash 8 technology, EVB lets visitors join the cult by uploading pictures of themselves, downloading the
official "Friends of Bright" song as a ringtone or MP3, and watching videos produced for the site. Wrigley representatives would not say what level of traffic they are expecting, but as of
Wednesday, over 50,000 "enlightened members" had visited the site, which launched at the beginning of the week. The Web campaign is supported by television advertising, which is running
simultaneously.
Other packaged goods brands recently have created intricate Web environments to hold people's attention. For instance, JUXT Interactive last summer created a microsite for
Nestle's Nestea Ice brand. JUXT Interactive also in February launched a microsite for Rainbow Media Music, which promotes its music and games, and drives traffic to the cable companies that carry its
programming.