Insight
Trident is the leading chewing gum brand in Brazil. For years now, it has been wagering on music as the platform to involve its consumers. The brand has always been present at major concerts and music festivals like Rock in Rio and Lollapalooza.
With the launch of two new flavours, the challenge was to strengthen the brand’s connection with its target audience through music, thereby engaging its audience in the environment in which they’re most present: the internet.
Strategy
Given that technology and music are the greatest passions of the brand’s consumers, the strategy was to unite a powerful social network with one of Brazil’s most popular brands.
In an unprecedented partnership with Twitter, the action was developed to launch Skank’s new song: “Ela me deixou” (She left me). In order to do that, Trident directly associated the product in this launch, allowing fans to watch the music video first hand and create their own customised versions using the Vine app.
Trident’s packaging invited consumers to watch segments of the new music video, record their own 6” version on Vine to include in the original music video and share the result with their friends.
Execution
The packaging of the new special edition Tridents acted as catalyst to boost curiosity and interest in the launch. The packaging featured 21 different hashtags with phrases about the new hit and invitations for consumers to take action on Twitter.
When consumers tweeted one of the hashtags, they would instantly receive a segment from the music video corresponding to the hashtag they tweeted and were redirected to Trident’s micro-site to watch the complete video.
The action was followed up on Vine, where fans could create their own segment of the music video for each hashtag. They simply had to share their 6” recording with the chosen hashtag to automatically receive a link to the complete video that included their customised segment.
Results
It was the first marketing action to partner with Twitter. What’s more, it garnered impressive numbers on social networks. Awareness: 36.5 million impressions;Participations in the project: 46,000 hashtags; Buzz: 2.8 million potentially impacted on Twitter, Instagram and Vine and 1.2 million interactions on social networks.