Wrigley is to launch a tie-up between the 5 chewing gum brand and the upcoming 20th Century Fox movie X-Men: First Class.
The partnership includes the release of a limited edition "5X Mutant" gum flavour. The campaign targets 13 to 24 year-olds with television, cinema, social media and point-of-sale executions, launching this Sunday.
The activity is anchored by a dedicated website allowing users to create their own mutant game avatars to battle other players. Consumers who purchase the limited-edition gum will be able to obtain unique codes which they can use to play a specially-designed game.
Players with the highest scores at the end of the promotional period will win prizes, including a trip to the world premiere of the next film in the X-Men franchise after First Class.
The collaboration with 20th Century Fox was conceived by Wrigley's media agency OMD, with creative by Soap Creative and promotional, packaging and point-of-sale handled by The Saltmine.
Soap was appointed on a project basis, but has previously worked for 20th Century Fox on the X-Men film franchise. Wrigley 5 gum spent $2.5 million on main media in the 12 months to February 2011, according to Nielsen.