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WRIGLEY/5 GUM
"TRUTH OR DARE" 360 Integrated Campaign Featuring VidCon Activation & Youtube Livestream Event Agency: Defy Media Wrigley wanted to create awareness and drive sales of their 5 Gum "Truth or Dare" packs. So I worked with Defy Media's biggest influencers to create a 3-month branded program that kicked things off with an announcement/activation at Vidcon and culminated in SMOSH Live, which turned out to be Youtube's biggest comedy livestream event ever. In each phase of the program, we kept 5 Gum front and center with fun brand integrations where Defy influencers did the "Truth or Dares" printed on the gum wrappers. |
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PROGRAM OVERVIEW
KICKOFF - VIDCON ACTIVATIONS
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In June, we announced the partnership between 5 Gum and Defy Media at VidCon. In a major activation on the VidCon floor, SMOSH and Clevver personalities handed out 21,000 packs of gum and played "Truth or Dare" with fans and other influencers. Fans could write their "truths" on a huge Community Wall/Screen. We also posted 13 videos from VidCon, garnering 1.4MM+ views with 20K+ likes. Plus 27 social posts activating 4.3MM+ social impressions and 151K+ engagements.
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SUSTAIN - INFLUENCER VIDEOS
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In July, we kept the momentum going. Defy's biggest channels posted 4 "Truth or Dare" videos where they "played the pack."
The videos got over 1.4MM views and also gave fans a chance to enter a Sweepstakes to win tickets and a trip to see SMOSH Live. |
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FINALE - LIVESTREAM EVENT
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In August, the program culminated with the SMOSH Live event at the Youtube Space. The livestream included 5 Gum signage, a Snapchat/5 Gum photo op, live comedy sketches and live 5 Gum commercial ads, plus a post-show featuring the SMOSH cast taking on an epic "Truth or Dare" chosen by fans. The results were incredible. It was Youtube's biggest comedy livestream ever, including 1.4MM+ video views live+3 days, 322K likes and 118MM total social engagements.
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