projectWIDES—

What was it?

Offering unique experiences and incentives, this program immersed consumers in an ongoing dialogue by engaging
them through the five 'personas' and attributes of the WIDES product: Looks, Style, Experience, Flavor, and Character.  
ProjectWIDES enticed the curious-minded explorer to interact with the brand in an entirely new way- introducing persuasive play. This new world of subtely guided, individual discovery was the essence of ProjectWIDES.

Mobile seeding of projectWIDES—

Players signed up through viral and web advertisements.
Real people were opted to write mobile SMS' to players, posing as the five different 'personas' on the WIDESBAR site- keeping the conversations fun and lifelike.

How did it work?

Finding their flavor

Using a variety of nontraditional media, the line between brand and consumer interactions was blurred in a one-to-one
dialogue with our five 'personas'. A less formal tone and communication structure helped people relate to the brand credibly- as a friend.

As incentive for participation, players were offered unique new experiences based on interests expressed during the user/brand dialogue. After each new experience,consumers were asked for feedback,tailoring future content for each individual. The players who were more involved in the dialogue were offered more exclusive content.

Pics and video of their new experiences, hosted and organized by the WIDESBAR 'personas' were disseminated virally to other consumers, and fueled intrigue and interest in the game.  

WIDESBAR website—

The personas in projectWIDES were introduced on the WIDESBAR webpage.
The five personas, REDD, CLARA, CARLOS, TRISH, AND JAY were depicted in the BAR as well as outside, in situations revealing their individual passions.

WIDES above the line ads—

The look and adspeak of the new product launched simultaneously with the game.