In May, Aaron Allar saw an ad on the Web soliciting test subjects for an alternate-reality game, and he soon plunged into a world of pulsing beats and blinking lights, black packages arriving at his door and game clues that unlocked more games.  The teaser campaign is part of an elaborate marketing plan for Wrigley's 5 gum. Wrigley introduced the brand in 2007 to try to bring teens and young adults back to chewing gum.
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