Programmatic Lunch

Wrigley's Launches Audio-only iPhone Game

Andy Penfold

Advertising agency AMV BBDO has teamed up with digital agency Somethin' Else to create an audio-only iPhone game for Wrigley's. The chewing gum company has created The Nightjar, a game set on a doomed, pitch-black spaceship, in which users must guide themselves out using only their sense of sound, as there are no visuals. It features the voice of actor Benedict Cumberbatch.

Somethin' Else developed the first audio-only game for the iPhone - called Papa Sangre. That title won the award for Most Innovative Game at the International Mobile Gaming Awards earlier this year. 

Nikki Kensit, Wrigley's 5 brand manager, says: "We wanted to reach out to a youth audience and AMV and Somethin' Else have helped put together a unique and exciting platform which will ensure exposure with this audience."

Paul Bennun, director of digital at Somethin' Else, says: "Following the huge success of Papa Sangre, we're delighted that Wrigley's recognised the potential to move the concept forward and develop a game unlike any other branded app. The Nightjar is designed for consumers to gain new sensory experiences. The team have built on their experience and combined with enhanced narrative and sound - The Nightjar blows Papa Sangre out of the water."