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Wrigley’s 5® Gum launches The 5 Experience and‘The Nightjar’

Wrigley’s 5® Gum announces launch of creative entertainment property The 5 Experience and iPhone App‘The Nightjar’

Wrigley, the UK’s favourite chewing gum manufacturer, today announces the launch of The 5 Experience, a new entertainment property from Wrigley’s 5 Gum designed to push the boundaries of what’s possible and deliver unique sensorial experiences in 5 distinct areas– gaming, music, film, art and fashion.

Bringing together a series of exciting ways to explore and stimulate your senses, the first experience is a revolutionary audio iPhone App,‘The Nightjar’. Featuring the voice of Benedict Cumberbatch (Sherlock Holmes, War Horse),‘The Nightjar’ is a game with no video. It takes users on a journey of discovery as they are flung into deepest, darkest space, stuck on a dying, pitch-black spaceship with only their ears to guide them out alive.

Leading advertising agency AMV BBDO came up with the idea for The 5 Experience. It is designed to be a unique and completely immersive way for consumers to engage with the 5 brand and fully explore their senses like never before.

For this first App, AMV BBDO chose to collaborate and develop‘The Nightjar’ with leading digital company Somethin’ Else, the same team that developed Papa Sangre, the world’s first audio-only iPhone game, which won Most Innovative Game at the International Mobile Gaming Awards.

Nikki Kensit Wrigley’s 5 Brand Manager says,“We wanted to reach out to a youth audience and AMV and Somethin’ Else have helped put together a unique and exciting platform which will ensure exposure with this audience. We hope everyone is looking forward to the project as much as we are!”

Mark Fairbanks, Joint Creative Director alongside Thiago De Moraes, AMV BBDO, says:“We set out with a very simple aim– to deliver unique experiences to absolutely everyone that comes into contact with The 5 Experience. With The Nightjar, Benedict had never worked on anything like this, Somethin’ Else had never worked with someone like him before and the end result is a head-scrambling experience - part thriller, part horror - that no app user has ever encountered before.”

Paul Bennun, Director of Digital, Somethin’ Else, says:“Following the huge success of Papa Sangre, we’re delighted that Wrigley recognised the potential to move the concept forward and develop a game unlike any other branded App. The Nightjar is not a typical App– it is designed for consumers to gain new sensory experiences. The team have built on their experience and combined with enhanced narrative and sound, The Nightjar blows Papa Sangre out of the water!”

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For more information or images regarding Wrigley’s 5, The Nightjar, The 5 Experience or 5 Flood please contact Graham Day at Publicasity 0207 632 2400/ Wrigley@publicasity.co.uk

For all enquiries regarding AMV please contact Vicky Allard 020 7616 3500 / allardv@amvbbdo.com

and regarding Somethin’ Else, Trudy Dear at Franklin Rae Communications 020 7490 4050/ trudy@franklinrae.com

Notes to editors:

Wrigley’s 5 Experience

What is the 5 Experience?

The 5 Experience is a new entertainment property from Wrigley’s 5 Gum designed to deliver unique sensorial experiences in 5 distinct areas– gaming, music, film, art and fashion.

The 5 Experience is all about co-creation, partnering with globally recognised names from the world of entertainment to help create a range of highly participative experiences.

The project kicks off in April 2011 with gaming and the creation of 3 mobile apps that will utilize technology to challenge consumers to explore their senses like never before.

By fusing the talents and imaginations of big named talent and cutting-edge App developers we’ll create a unique App experience that takes people on an unforgettable sensorial journey.

What is The NightJar?

The first of those journeys starts on the Nightjar, featuring the voice of Benedict Cumberbatch.

Flung into the deepest, darkest space you find yourself stuck on the Nightjar, a dying spaceship inhabited with bloodthirsty aliens.

You must escape if you want to live.? But there’s a problem. It’s pitch black and you must negotiate the Nightjar and its many pitfalls by sound alone.

But, all is not lost. Dickie (Benedict Cumberbatch) has made contact and is there to help guide you along your perilous journey.

When is the game released and on which formats?

The Nightjar is free to download from the App Store and released on 26th April.

Where can I get more information?

www.the5experience.co.uk

About Wrigley?

Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The Company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries. Three of these brands– Wrigley’s Spearmint ?, Juicy Fruit ?, and Altoids ?– have heritages stretching back more than a century. Other well-loved brands include Doublemint ?, Life Savers ?, Skittles ?, Big Red ?, Boomer ?, Pim Pom ?, Winterfresh ?, Extra ?, Starburst ?, Freedent ?, Hubba Bubba ?, Orbit ?, Excel ?, Creme Savers ?, Lucas ?, Eclipse ?, Airwaves ?, Solano ?, Sugus ?, Lockets ?, P.K. ?, Cool Air ? and 5?.?? Wrigley is headquartered in Chicago, IL and operates as a subsidiary of Mars, Incorporated, based in McLean, VA.? Mars is a $27-billion, family-owned company that produces some of the world’s leading confectionery, food and petcare products and has growing beverage and health&nutrition businesses.

About AMV

AMV BBDO is the UK’s largest advertising agency employing well over 300 people and working across 77 brands including Blackberry, Guinness, BT, Aviva, PepsiCo and Camelot. It works across all media producing award-winning work in TV, Print, Radio and online, most notably the first Grand Prix for Good at last year’s Cannes Advertising Festival for its work for The Metropolitan Police anti knife-crime campaign.

It has also been at the forefront of many industry-leading ideas such as the recent Professor Green work for Dorito’s Late Night that spawned the world’s first 360? YouTube channel and first-ever 360? iPhone app.

About Somethin’ Else

Somethin’ Else is a digital company making and managing interactive content, radio, games, video and talent. The company comprises 70 producers, developers, agents and business people building a truly cross-platform media business.

Recent projects include online content for Nissan’s ad-funded multiplatform campaign, Nissan Juke Rocks, groundbreaking audio-only iPhone app Papa Sangre, an interactive media strategy for Channel 4’s hit drama Skins and the BIMA-nominated SuperMe, a major cross-platform project for teens commissioned by Channel 4 Education.??

Games Press

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