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.
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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.
March 19, 2014