/5_React

To announce "5 React", their new gum flavor, 5 Gum chose to create an interactive, sci-fi-esque experience that aimed to "active your senses".

Firstborn came up with a solution that was very novel at the time: an interactive experience that would connect to the visitor's Facebook profile, and use their pictures inside the experience in unexpected ways.

This translated into a 3D video sequence were visitors would see their photos seemingly rendered into the video, having their profile "analyzed" and ultimately chosen to be part of their campaign. They could then sign up to receive one of the 100,000 samples of 5 React that the brand would be sending to fans.

This was an amazing learning experience on exploiting the use of video metadata and plane projection in Flash. While proper syncing was an issue - some computers could be 1 or 2 frames out of sync during animation sequences, resulting in a less-than-perfect projection - the result surprised everyone who experienced it.

The campaign itself was also a success, with a tremendous amount of publicity buzz. Seeing people freaking out in social media in response to seeing their photos in the video was especially rewarding. In the end, the client had to shut down free gum distribution ahead of schedule: 100,000 packs of gum were not enough for the amount of interest the campaign created.

The website also featured a post-experience interactive music visualization creation tool created by Evolution Bureau.