To introduce Wrigley’s Limited Edition 5 Gum Tin and engage 5 Gum’s Facebook fanbase, Clemenger BBDO Sydney has launched 5 Gum Street Raid: a ‘treasure hunt’ conducted online.

With a net-savvy 13 to 17-year-old target audience, 5 Gum knew that any promotion they did to introduce the 5 Gum Tin would need to be entrenched in social media.

So, combining the mapping technology of Google Street View with the social interaction capabilities of Facebook and Twitter, 5 Gum has created a online environment that this target audience can navigate and share with their Facebook friends whilst winning prizes.

Utilising Google Street View as a platform, 5 Gum has hidden 120 Limited Edition 5 Gum Tins in 10 cities. Each day for the next 10 days, 5 Gum’s Facebook fans will be given access to one of those cities in order to search and score a tin for themselves.

Street Raid will hit destinations online throughout Australia and New Zealand before a finale in New York City on December 10.

Clemenger head of digital Daniel Polanco attributes the initial response to the idea: "Find a tin on Street View. Click on it. It's yours. Great ideas should be explained in one sentence," he says.

"Street Raid combines simplicity of execution, exclusivity of prizes and an entertaining interface that delivers a full experience just right for the 5 Gum audience and it establishes a positive association with the brand."

www.5gum.com.au/streetraid

www.facebook.com/#!/5GumANZ

Click here to watch the campaign