Packed and Ready

When Dentyne asked The Hive to create a campaign that would convey the message that Dentyne gum prepares you for any social situation, we knew that it wasn’t enough to simply tell consumers. So we created Packed And Ready: a campaign that would find out just how prepared for action consumers actually were by sending some of them to New York, Cabo, Verbier or Las Vegas at the drop of a hat.

In-store displays and online banners drove consumers to Dentyne.ca. While there, consumers could enter for a chance to win a trip to one of four amazing destinations for them and three friends by using the augmented reality markers on their Dentyne action packs. To make the AR experience even more personalized and immersive, this site would integrate pictures pulled from visitors’ Facebook profiles (a first among AR experiences).

But of course, there was a catch: as of when the winner of the trip was notified of their good luck by the boarding pass posted on their Facebook wall, they only had 60 minutes to claim their prize and a matter of days before they had to board their flight.

What better way to encourage people to prepare themselves for any situation, than by throwing them into a situation for which they had better be packed and ready?