Wrigley brand 5 Gum is using Twitter and other digital channels to promote its sponsorship of this weekend's Coachella Valley Music And Arts Festival.
Marketers for the sugar-free gum are employing Twitter's Promoted Trend ad today with the copy, "#CoachellaLive." People who click on the link go to a landing page that reads: "Your senses aren't going to stimulate themselves. The countdown begins for #CoachellaLive Webcast. 7pm ET… http://bit.ly/5coachella". While Wrigley wouldn't comment on the Promoted Trend placement, Twitter reportedly is charging as much as $120,000 per day for the global ads.
People who click on the shortened link in 5 Gum's ad are taken to Coachella's official YouTube channel, where the three-day concert will be streamed live starting tonight. A re-skin for 5 Gum appears on the channel, while highlighting its two new gum flavors, "prism" (watermelon) and "vortex" (green apple).
Jennifer Jackson Luth, 5 Gum spokesperson, told ClickZ via email: "For a month following the event, April 18 through May 15, fans can continue to visit YouTube.com/Coachella to view archived footage of songs from the Coachella performances and other videos from the webcast."
Additionally, Chicago-based Wrigley last month launched 5GumCoachella.com to promote the festival sponsorship and the new flavors. Viewers at that site and YouTube.com/Coachella have the option of enabling Facebook Connect, which lets them push "shout-outs" to their Facebook friends.
In those instances, the Facebook friends will see a shout-out link in their newsfeed. If they click on it, they'll be taken to the Coachella YouTube channel and can read their friend's message.
This marks the second consecutive year that 5 Gum has been an online sponsor for the Coachella festival, which is in Indio, CA.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014