26 th April 2011: Wrigley’s 5 ® Gum today announces the launch of The 5 Experience, an online hub designed to push the boundaries of what’s possible and deliver unique sensorial experiences in five distinct areas– gaming, music, film, art and fashion. This will be your first destination to engage, share and hear more about all of Wrigley’s 5 ® Gum exciting projects in 2011.
To launch The 5 Experience in style, 5 have created The Nightjar App featuring the voice of Benedict Cumberbatch (Sherlock Holmes, Danny Boyle’s Frankenstein). The Nightjar, a revolutionary 3D audio experience, where players have to find their way to safety just by listening, is the first of a number of celebrity backed Apps being released throughout 2011. Wrigley’s 5 ® Gum will also be spreading the word online with Facebook and Twitter, where followers can share, interact and engage about the latest hot trends and latest news.
The Nightjar takes users on a journey of discovery as they are flung into deepest, darkest space, stuck on a dying, pitch-black spaceship with only their ears to guide them out alive. And this is where the problems really start as you are hunted down by blood thirsty aliens hiding in the darkness; just because you cannot see them doesn’t mean they are not there.
Benedict Cumberbatch, voice of lead character Dickie, says:“This is the first time I have been involved in a project such as this and it has been fantastic. The App is a real reflection of the sensory experience that Wrigley 5 is promoting this year and I was intrigued by the concept of compromising one sense so you have to rely on your others.”
Nikki Kensit, Wrigley’s 5 ® Brand Manager, says:“The 5 Experience is your first port of call for keeping connected with what is hot. We want to invite you to share your ideas and hear about future exciting projects. It’s been fantastic working with a celebrity with a profile such as Benedict’s and we can’t wait to tell you who we’re working with next.”
The Nightjar is available to download free on iTunes. Visit www.the5experience.co.uk for further details.
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For more information or images regarding The 5 Experience, The Nightjar or an extra Q&A with Benedict Cumberbatch please contact Graham Day, Aaron Huckett or Hannah Kenward at Publicasity 0207 632 2400/ 5Wrigley@publicasity.co.uk
Notes to editors:
Wrigley’s 5 Experience
What is the 5 Experience?
The 5 Experience is a new entertainment property from Wrigley’s 5 Gum designed to deliver unique sensorial experiences in 5 distinct areas– gaming, music, film, art and fashion.
The 5 Experience is all about co-creation, partnering with globally recognised names from the world of entertainment to help create a range of highly participative experiences.
The project kicks off in April 2011 with gaming and the creation of 3 mobile apps that will utilize technology to challenge consumers to explore their senses like never before.
By fusing the talents and imaginations of big named talent and cutting-edge app developers we’ll create a unique app experience that takes people on an unforgettable sensorial journey.
What is The NightJar?
The first of those journeys starts on The Nightjar, featuring the voice of Benedict Cumberbatch.
Flung into the deepest, darkest space you find yourself stuck on The Nightjar, a dying spaceship inhabited with bloodthirsty aliens.
You must escape if you want to live. But there’s a problem. It’s pitch black and you must negotiate The Nightjar and its many pitfalls by sound alone.
But, all is not lost. Dickie (Benedict Cumberbatch) has made contact and is there to help guide you along your perilous journey.
When is the game released and on which formats?
The Nightjar is free download and coming soon to App Store
Visit www.the5experience.co.uk for further details.
Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies, lollipops, and chocolate. The Company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries. Three of these brands– Wrigley’s Spearmint ®, Juicy Fruit ®, and Altoids ®– have heritages stretching back more than a century. Other well-loved brands include Doublemint ®, Life Savers ®, Skittles ®, Big Red ®, Boomer ®, Pim Pom ®, Winterfresh ®, Extra ®, Starburst ®, Freedent ®, Hubba Bubba ®, Orbit ®, Excel ®, Creme Savers ®, Lucas ®, Eclipse ®, Airwaves ®, Solano ®, Sugus ®, Lockets ®, P.K. ®, Cool Air ® and 5®. Wrigley is headquartered in Chicago, IL and operates as a subsidiary of Mars, Incorporated, based in McLean, VA. Mars is a $27-billion, family-owned company that produces some of the world’s leading confectionery, food and petcare products and has growing beverage and health&nutrition businesses.