Wrigley's: "Official Sponsor of Arrivals" global marketing initiative.
People chew gum to help equalize the pressures that develop around the eardrum as planes descend to land. Working in exclusive partnership with Filmaka, the administrator of the global filmmaker network, we decided to run a juried competition to select 20 funny, moving, heartwarming stories that celebrate gum. By placing video content within airline entertainment programming, we developed a unique branded content media plan. Short films running at the end of normal in-flight entertainment programming and prior to the “preparation for landing” videos. This also being a great opportunity for the airlines to sell or distribute for trial Wrigley’s products. The films and samples will work together to solidify a new Wrigley “arrival” ritual.
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