Mars Wrigley’s chewing gum brand FIVE launches a gaming and esports campaign with RuHub and streamers

A brand of chewing gum FIVE (Mars Wrigley) has launched “This will be epic!” project aimed at the gaming and music territory in Russia.

With its creative idea being developed by BBDO Moscow, the brand will allow gamers as well as music fans to experience unique events, from visiting an international gaming tournament in Shanghai to a music festival in any point of the world. The participants will also have a chance to meet popular streamers and music stars in person. Well-known Russian streamers Igor “RXNEXUS” Lisakovsky and Fedor “Ybicanooooobov” Yurchenko are the campaign’s gaming side ambassadors, while a Russian singer Manizha is leading the project’s music area of focus. ESforce holding, RuHub esports broadcasting studio and MediaCom agency are jointly supporting the project.

To take part in the project, one must find a code in a FIVE chewing gum pack or during the campaign ambassador's live stream and register it in the official VK group. All participants will receive an official sticker pack featuring streamers and Manizha and an opportunity to depart on a unique adventure.

Igor “RXNEXUS” Lisakovsky: “I’m overjoyed to accept FIVE’s invitation, as I’m all for events that engage viewers by letting them become part of an interesting project. An opportunity for video game and esports lovers to win a ticket for the year’s most awaited international esports event is, indeed, epic. Don’t miss out on my streams! Register your codes, get your “VKontakte” sticker packs and win cool prizes!”

In-turn, RuHub has developed brand-new visuals utilizing Augmented Reality and pop-up graphics for even more effective brand-to-viewer communication for “This will be epic!” project. As a result, the ad campaign surprised the viewers of the Russian RuHub The International 2019 closed qualifiers studio broadcast that took place 8th through 15th June in a form of “easter eggs”.

Anastasiya Gorodnicheva, Mars Wrigley Marketing Director of “Chewing Gum” Department: “FIVE speaks and understands the language of the talented youth. “This will be epic!” may, for certain, be epic in a literal sense. We will utilize multiple territories at once, Music and Gaming, and grant unique experiences as a prize such as backstage with Manizha, which means live communication with a talented and inspiring singer, or a ticket to Shanghai’s esports tournament, which means a real adventure, or tickets to any international music event, which is a dream come true”.

FIVE’s first music, gaming, and esports project in Russia is designed to bring the brand even closer to the audience’s interests.