Category: Best Use of Social Media Marketing
Advertiser: WRIGLEY
Product/Service: STARBURST
Media Agency: STARCOM MEDIAVEST GROUP, Chicago, USA
Media placement: Webpage - MTV.com and VH1.com - 1 March 2011
Insights, Strategy & the Idea
We know today’s young adults are constantly seeking new experiences in order to be more interesting and well-rounded. They embrace seemingly contradictory roles, like being both an athlete and an artist for example. As an established brand that relies on young adults to choose it from amongst the deluge of other options at the check-out line, Starburst needed to show that they provide a new experience as well.
We found out that, like young adults, Starburst itself was a contradiction. With this understanding, we realised that Starburst was just like them even though young adults may not have realised it. To get them to realise the connection, we needed to connect on their terms – not speaking at them, but bringing them experiences that show how Starburst relates on their level. In doing so, we looked to reinvent MTV’s iconic “Unplugged” music series to put a spotlight on contradictions.
Creative Execution
“Unplugged” originally existed as a TV property featuring artists peeling back their trademark, refined music for basic, acoustic sound – a contradiction in itself, and a perfect pairing for Starburst. We then put a twist on it by asking performers to cover a popular song outside of their genre, known as the Starburst “Contradictions Track.” This track gave young adults an opportunity to see their favourite artists embrace their current genre AND a completely different one just like Starburst embraces its two sides.
We also let fans own the experience by selecting a “Super Fan” to attend each live set and interview the artist. The Super Fan became the messenger for the Unplugged series by tweeting and posting photos to the Starburst social media feeds as well as their own. Our Live Viewing Parties also allowed regular fans to interact live with the Super Fan and learn more about the experience.
Results and Effectiveness
With Starburst as the exclusive partner of the Unplugged series, the brand found a place that it could call its own:
- Unplugged produced a 30% increase in top of mind awareness
- 2.5 Million video streams with 15% based on viral sharing
- 11% increase in agreement that Starburst “is a cool brand”
- 16% increase in agreement that Starburst is “for people like me”
- 10 million Starburst Facebook fans received show updates directly from the Super Fans
- 600,000 visits came to see the Super Fan photos on our Facebook page as well
Sources: ComScore, Meteor, Facebook