Trident Promo, Case study JUSTIN & ALDEN WEBVENTURES by Horizon Media

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JUSTIN & ALDEN WEBVENTURES

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Industry Chewing-Gum
Media Promo & PR, Case study
Market United States
Agency Horizon Media
Released April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: TRIDENT
Product/Service: CHEWING GUM
Date of First Appearance: Apr 11 2010
Entrant Company: HORIZON MEDIA, New York, USA
Entry URL: http://www.youtube.com/thetridenttv
Sr. Brand Manager: Becky McAninch (Cadbury / Kraft)
Brand Manager: Jennifer Hull (Cadbury / Kraft)
Director, Digital Media Innovation: Molly Sugarman (Horizon Media)
Vice President, Digital Media Activation: Mary Shirley (Horizon Media)
Digital Media Supervisor: Arminda Guillama-Rodriguez (Horizon Media)
Digital Media Planner: Max Sinelnikov (Horizon Media)
Principal: Justin Tyler (Sidecar)
Pricipal: Alden Ford (Sidecar)
Executive Producer: Wilson Cleveland (CJP Digital)
Media placement: Streamys Sponsorship - Live Event / Streamys.org - April 11, 2010
Media placement: Online Video - My Damn Channel - April 23, 2010
Media placement: Online Video - YouTube - April 26, 2010
Media placement: Online Video - Break - April 26, 2010
Media placement: Online Video - College Humor - April 26,2010
Media placement: Online Video - AOL - April 26, 2010
Media placement: Online Video - Funny Or Die - April 26, 2010
Media placement: Online Video - Facebook - April 26, 2010
Media placement: CPC Media - YouTube - May 1, 2010

Insights, Strategy & the Idea
Trident needed to have a continued presence in the market for their newest product, Trident Layers, but were concerned by creative wear out. We needed to keep the target entertained and engaged while Cadbury prepped a new concept for the summer.
Trident Layers attracted outer directed adults 18-34. The original campaign positioned the brand as cheeky and fun, as well as valuable currency. Layers became an "inside joke", something they shared with friends and family.
Creating a groundswell of interest was going to be difficult with the limited budget and time frame. By enlisting the most active online celebrities, as well as sponsoring a cornerstone digital event, we made our budget work twice as hard - buying both the talent and promotion.
Ultimately, we were able to capture the imagination of our target with a whimsical storyline, while keeping Trident Layers top of mind during an offline dark period.

Creative Execution
We wanted to create long-lasting consumer engagement via branded content. Capitalizing on a web-based sponsorship allowed increased visibility and cost efficiency. We were able to consolidate partnerships to ensure smooth production and further cost savings.
We partnered with the best in web entertainment to produce a six episode web series. All principles, guest actors and technicians were tasked with actively tweeting, blogging, and commenting about the program. Each week brought a new episode and a new swell of excitement in social circles. In this way, we were able to ensure continued viewership throughout the entire campaign.

Results and Effectiveness
Our view count has topped 4 million and is still climbing, far exceeding any traditional cost per view we've been able to obtain through traditional online video channels. Due to the additional exposure through the Streamys sponsorship and social spread, we garnered over 89 million brand impressions.
An independent research company measured the quality and value of the product integration, resulting in a 36% lift in ROI.
We exceeded category norms in every considered metric including impact, recall, and overall effectiveness.
Additionally, we outperformed community engagement benchmarks by as much as 200%.