SocialSocial MediaWrigley Brand Uses Twitter to Push Coachella Live-Stream

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.

Related Articles

Facebook targets eBay, Craigslist with Marketplace but falls way short

Ecommerce Facebook targets eBay, Craigslist with Marketplace but falls way short

2y Al Roberts
Social media marketing spend has surged over the years, but falls short of estimates

CPG Social media marketing spend has surged over the years, but falls short of estimates

2y Al Roberts
Behavioral targeting is coming to Snapchat

CPG Behavioral targeting is coming to Snapchat

2y Al Roberts
Three exceptional examples of local social media campaigns

Local Three exceptional examples of local social media campaigns

2y Harsh Agrawal
American Apparel: driving customer centricity in an omnichannel world

Analytics American Apparel: driving customer centricity in an omnichannel world

2y Sophie Loras
How to manage Facebook pages for a multi-location business

Local How to manage Facebook pages for a multi-location business

2y Tereza Litsa
How brands in Hong Kong are cashing in on Pokémon GO

Asia How brands in Hong Kong are cashing in on Pokémon GO

2y Sophie Loras
Verizon acquires Yahoo's operating business for $4.8 billion

Agency Spotlight Verizon acquires Yahoo's operating business for $4.8 billion

2y Sophie Loras