EXTRA "Give Extra, Get Extra" Campaign

An amazing, interactive campaign sprung from a small piece of gum. Here is the full video overview of the Extra, "Give Extra, Get Extra" Campaign.

In summary, this campaign was aimed to reestablish Extra and their brand connection with their audience. They originally wanted to capitalize on the long lasting taste of the gum, but realized that they could extend the consumer's relationship with the brand by showing them the kind of social connection that could be formed via a simple piece of (Extra) gum. It started with a Love Story, of Sarah and Juan. The story follows their relationship throughout time where each memorable event was marked by a drawing on a gum wrapper. Below is just a part of the whole love story. The original video (second video) was broken into these minisode segments for different ad time allotment, and showing the consumer the progression of the story, which carried the campaign over time.

What followed was the hashtag, #GiveExtraGetExtra, and the shareable moments that were transformed into art on their very own, virtual gum wrapper. Partnered artist, Mya Pagan from Puerto Rico, was the featured artist for the gum wrappers in the short film commercial, as well as the ones created for all the audience submissions. The campaign site features an updating gallery of user submitted photos (see below) and their gum wrapper equivalent drawn by Mya. Submissions were completed by using the hashtag when posting photos to Twitter. 

http://www.giveextragetextra.com/en_US/latest-moments/call_me_trey_204

http://www.giveextragetextra.com/en_US/latest-moments/call_me_trey_204

Here is a link to their campaign site to see the full gallery. 

Extra was able to utilize this user generated content to both create a bond with their existing consumers and form new ones with an audience that wanted to be a part of the gum-wrapper-writing buzz. User Generated Content is, "the act of users promoting the brand rather than the brand promoting itself," - Jose Gallegos. Gallegos does a great job of pointing out the past, and present, examples of how this kind of content has always existed. It is just getting more and more creative over the years and is able to reach a larger population thanks to all the new technology and social media outlets advertisers now have access to. When done right, a UGC Campaign can have major, positive effects on existing, or establishing, brand image.