Text-to-animation videos target the 21 to 34-year-old gum-chewing crowd.
Dentyne has jumped on the video meme bandwagon with a series of digital videos promoting its new Split2Fit Dentyne Ice gum.
The quirky and irreverent videos use popular text-to-animation video characters to appeal to the 21 to 34-year-old gum-chewing crowd. Videos like one titled, "Banana Hammock" illustrate that the gum pack will fit anywhere - including a swimsuit that leaves little to the imagination. The pack holds 16 pieces of gum and can be split into two smaller 8-piece packs. The pack had a soft launch earlier this year.
Housed in Dentyne's YouTube channel, the Split2Fit Shorts series launched June 19 and includes three videos. The most popular video has about 27,000 views to date.
Dentyne Ice worked with digital agency 360i to develop the campaign. Dentyne also partnered with text-to-animation storytelling platform Tellagami for the Split2Fit Shorts.
"Our consumers are much more likely to take notice of a new product - or any branded information - when they are being entertained," said Dentyne rep Michael Kingston. "Because we have such an engaged social community, we have a great understanding of the type of content our fans enjoy, and chose to create content that is culturally relevant for our consumers. We noticed that our consumers were gravitating toward content that was a bit more eccentric, and wanted to ensure that we were joining the existing conversations our consumers were already having."
Dentyne will create fan-inspired videos and release graphics each month that will reinforce the theme that the pack fits nearly anywhere. "We'll be asking our fans for inspiration throughout the summer and releasing the videos this fall," he said. "As for what they’ll include, only time - and fan responses - will tell."
Dentyne will incorporate what it learns from user feedback into its videos throughout the year, Kingston said.
The Split2Fit Shorts series will be promoted across Dentyne's social channels. The brand has 603,000 likes on Facebook, 2,600 followers on Twitter and 1.2 million views on YouTube.
Kingston said the brand has a media plan featuring these videos that will launch in early July, so he expects viewership numbers to grow further.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT