Boomer Man hunts for new friends

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | October 03, 2008
Wrigley launches Boomer - Bubble Blowing Championship in an equity building bid


thought chewing bubblegum could get you into a television commercial? Well, blowing bubbles with the gum might just do the trick, provided that the gum is Boomer.

Wrigley has spun a huge on-ground campaign around bubble-blowing, Boomer - Bubble Blowing Championship, the winners of which will get a chance to star in a Boomer television commercial, along with the Boomer Man. The event is being executed by PDM India, Percept's experiential marketing company.

The championship is already making waves in all the 10 cities - Mumbai, Delhi, Kolkata, Chennai, Bengaluru, Hyderabad, Ludhiana, Lucknow, Jaipur and Pune - targeted by the bubblegum making company.

A kid trying his luck
Himanshu Khanna, director of marketing, Wrigley India, tells afaqs!, "Boomer Bubble Blowing Championship is the first of its kind contest that gives five kid champs a chance of a lifetime to win and star in a Boomer TV commercial."

Khanna further remarks, "The response has exceeded our expectations. We have directly engaged close to five lakh kids across the country in less than four weeks."

Wrigley has started the campaign in an equity building bid, which will see children in the age group of 8-12 competing with each other by blowing Boomer bubbles. Whoever blows the biggest bubble will be declared the winner.

Sanjay Shukla
Sanjay Shukla, head-promotions division, PDM India, says, "We divided all the 10 cities into clusters to get the maximum participation for the championship. For instance, Delhi NCR was divided into five clusters, like Noida and Gurgaon."

The huge-scale participation was made possible by promotional activities targeted across schools, residential complexes and market locations with culmination at malls holding the first round. This exercise was carried out in all 10 cities.

Khanna says, "The activation has been supported by high impact TV media, press, outdoor and internet, right through. There will be four rounds of the contest, with the final round aired across key kid TV channels in November."

The championship has two rounds before PDM picks two winners from each city. Those kids will then compete against each other to be among the final five.

The second round will be held between October 6 -13 in the 10 cities, wherein winners of the first round will again blow their Boomers.

The commercial is expected within six to eight months of the culmination of the campaign.

© 2008 afaqs!