What do minty-fresh breath, youth-skewing music and social media all have in common?
Until now, nothing. Twitter, music cabler Fuse and Trident gum want to change that: Trio are launching âTrending 10,â a daily countdown TV show and companion website based on music-related tweets designed to make Trident brand stick in viewersâ heads.
Fuse.tv/T10, which hosts digital shorts, sharable content such as interviews and live access to the netâs Heat Tracker, which ranks artists based on real-time social chatter of music fans.
Trident will be featured in various branded integrations, with marketing messages for the gum to be put in front of âTrending 10â viewers and followers through social channels. The chewing gum brand is owned by snack-food conglom MondelÄz International, whose portfolio also includes Cadbury, Nabisco, Oreo and Tang.
Multiplatform play is designed to make Trident top-of-mind for consumers âat gum-chewing moments, like when they are commuting or waiting in line at checkout,â MondelÄz marketing director Farrah Bezner said. ââTrending 10â allows us to reach millennials where they live and how they live with multiscreen, multiplatform programming.â
Ad agency MediaVest brokered the deal among Twitter, Fuse and Trident.
Music is one of the top topics most-discussed on Twitter. Last week social giant launched a music app that lets users discover popular tracks and emerging artists based on Twitter data.
Format for âTrending 10â is light banter about ten Twitter-driven stories of the day â such as Nicki Minajâs effusive tweet about Ciaraâs new music video. Show airs weeknights at 7:30 p.m. Eastern on Fuseâs linear network, hosted by Yasmine Richard, co-host of cablerâs âTop 20 Countdown,â with guest hosts including Dan Brown and Elaine Moran.
Fuse is available on Comcast, DirecTV, Dish Network, Time Warner Cable, AT&T U-verse, Verizon FiOS, Cablevision Systems and other cable operators.
As part of the pact with Twitter, Fuse and Trident will gain enhanced access to Twitter data about real-time music chatter, according to Joel Lunenfeld, veep of brand strategy at social company.