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Wrigley: 5 Gum
Coachella 2011 Sponsorship

RAN IN: United States

CLIENT
Wm. Wrigley Jr. Company

Deanna Dane - Assoc. Mktg. Manager
Adrienne Madda - Mktg. Manager

AGENCY
Starcom MediaVest Group *Lead Agency

Courtney Anderson - Assoc. Director
Elle Cordes - Search Manager
Jenn Cox - Assoc. Director
Chanel Gant - Supervisor
Kerrie Gleason - Assoc.
Erin Houg - VP
Robyn Stellmach - VP


Firstborn

Kristin Keefe - Executive Producer


Energy BBDO


Ryan Partnership


SUMMARY

5 Gum created a live conversation between people at the Coachella music festival and people watching online through a never-before-seen YouTube effort that let those at home watch all three Coachella stages simultaneously, but also with live commentary from the Twitter-verse using 5 Gums sponsored #CoachellaLive hashtag. This should win because we were able to create an online experience that was as good or better than being there live. In person attendees were unable to see all three shows at once, and if they couldnt attend, then Whats Nexters could drive the conversation of their favorite up-and-comers.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Sponsorship

Audience: Brand Influencers, Teens (13-20)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English