Juicy Fruit Promo, Case study SERENADING UNICORN 2011 by Evolution Bureau

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Industry Chewing-Gum
Media Promo & PR, Case study
Market United States
Agency Evolution Bureau
Director Hiro Murai - Partizan
Executive Creative Director Stephen F Goldblatt
Art Director Geno Burmester
Copywriter Ryan Durr
Producer Kelly Gibbs
Editor Inome Callahan
Released March 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: WRIGLEY
Product/Service: JUICY FRUIT GUM
Date of First Appearance: Mar 1 2011
Entrant Company: EVOLUTION BUREAU, San Francisco, USA
Entry URL: http://www.youtube.com/watch?v=tqSwUoP1NK0&feature=channel_video_title
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Art Director: Geno Burmester (Evolution Bureau)
Copywriter: Ryan Durr (Evolution Bureau)
Executive Producer: Craig Batzofin (Evolution Bureau)
Broadcast Producer: Patti Bott (Evolution Bureau)
Director of Account Services: Cary Savas (Evolution Bureau)
Project Manager: Emily O'Hara (Evolution Bureau)
Assistant Project Manager: Lindsay Bohdanowicz (Evolution Bureau)
Production Assistant: Ryan Leong (Evolution Bureau)
Director of Technology: Aaron McGuire (Evolution Bureau)
Developer: Nick Mitrousis / Aaron Clinger (Evolution Bureau)
Director: Hiro Murai (Partizan Entertainment US)
Director of Photography: Larkin Steiple (Partizan Entertainment US)
Executive Producer: Sheila Stepanik (Partizan Entertainment US)
Puppeteers: Allan Trautman / Tim Blainey (Jim Henson's Creature Shop)
Wranglers: Leonard Levitt / Aida Caefer (Jim Henson's Creature Shop)
Editor: Inome Callahan (Umlaut Films)
Executive Producer: Gina Locurcio (Umlaut Films)
Producer: Kelly Gibbs (Umlaut Films)
Music Producer: Vicki Tripp (Black Iris)
Media placement: Internet Campaign - YouTube.com - April 5th, 2011

Insights, Strategy & the Idea
In 2011, if an effort to become more relevant to a younger, more digitally savvy audience, Juicy Fruit chose to spend its entire marketing budget online. They also wanted to build anticipation and trial for the release of their new sugar-free mystery flavour gum, Juicy Secret. We achieved success in 2010 with the Juicy Fruit Serenading Unicorn campaign, but were now tasked with repeating the success without repeating ourselves.

Creative Execution
We decided to engage fans by bringing back the beloved Serenading Unicorn in three epic and sweet full-length music videos. To play up the launch of Juicy Fruit’s newest mystery flavour, Juicy Secret, the songs and celebrity co-stars were kept secret prior to the launch of each video.

The first music video to launch was Devo’s ‘Whip It.’ Serenading Unicorn teamed up for a faux duet with YouTube sensation and fellow lip-syncing maestro, Keenan Cahill. The second music video went gangsta with Coolio’s ‘Gangsta’s Paradise’ featuring David Koechner and Affion Crockett. The final music video took an emotional turn as popular comedian, Sarah Silverman, and Serenading Unicorn turned up the heat in a love story set to Aerosmith’s “Angel.”

We launched the videos on our Juicy Fruit branded YouTube channel, which drove fans to Facebook for personalized wall-post serenades.

Results and Effectiveness
Within the first 3 weeks of launching the campaign, Juicy Fruit gained over 20,000 new Facebook fans. With 3 full-length music videos, 15 original serenades, a handful of banner ads and a special Snaptag serenade, we were able to engage millions of Juicy Fruit fans in a an entirely new way.

The success was driven almost entirely by earned media. The launch of each video was accompanied by thousands of blog posts and Tweets. A simple Google search will reveal that the Serenading Unicorn graced the pages of People Magazine, Entertainment Tonight, VH1, Huffington Post, Mashable, USA Today, Perez Hilton and many more blog/news sites.