Wrigley Brand Uses Twitter to Push Coachella Live-Stream

5 Gum runs Promoted Trend to drive traffic to YouTube channel for music festival.

coachellaWrigley 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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Analyzing Customer Data Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Digital Marketing Learning to win the talent war: how digital marketing can develop its people

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy

Report | Digital Transformation Engagement To Empowerment - Winning in Today's Experience Economy

4w

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource