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April 24, 2006
Orbit White gum cult
Wanna join a cult?
Wrigley has one for you, and it's all about the magical powers of gum.
If that sounds beyond cheesy, that's the idea. The "Friends of Brightness" cult is led by cheeky host Rob Anthony (a takeoff of Anthony Robbins). Rob is a hybrid video/animated character who leads you through the microsite and "into the brightness" of teeth whitening promises made by the chewing gum Orbit White.
The site is certainly campy like a B movie, and the animation technology features some tasty eye candy. After "joining" the cult and uploading a photo of yourself, the site dresses you in a white choir mumu and, of course, gives you teeth so white it'll cause lens-flare.
While fun, the site also illustrates the barriers that some brands have yet to cross with their viral marketing efforts. What's missing are larger social media conventions, such as:
- Creating sub-networks, such as the composited photos being uploaded to Flickr or displayed on the Orbit site for everyone to view and comment on.
- Spreading Rob Anthony's video/animated (a vidanime?) character to YouTube or video sharing sites with a link to the microsite.
- Allowing the "cult" members to connect with one another via their own profiles. A site like this could open the door for Wrigley to build and foster a community of Orbiteers and grant access to end customers in a way the corporate confectioneer has probably not had before.
(Via WOMMA)
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