Wrigley is launching What’s Next? – a highly targeted and interactive promotion which uses blippar technology.

What’s Next?, which runs for the next five months, offers 5 consumers the chance to win a selection of prizes from the worlds of fashion, art, music, game and film.

Consumers are invited to download free image-recognition smartphone app, blippar™, and ‘blip’ their 5 Gum pack to unlock exclusive augmented reality and interactive content and be in with a chance of winning a prize from the What’s Next? Collection.

5 Gum developed the What’s Next? platform with marketing agency Amplify, following extensive research into the brand’s target audience of 14–25 year old “status seekers” - consumers with a passion for cutting-edge technology and the latest trends.

5 will also be offering Facebook fans the chance to win free tickets to The Evolution Experience - the first in a series of exclusive consumer events showcasing the UK’s hottest music acts, such as Labrinth.

What’s Next? will be supported by heavyweight sampling and out-of-home advertising in target regions.