Mars’ Starburst candy brand is introducing a new product, Gummi Burst, with a burst of digital content on assorted areas of the Internet to maximize reach.
The new “Share Something Juicy” campaign relies heavily on the interactive marketing capabilities of Digitas, and includes a new animated Web series, a Starburst-branded YouTube channel and new partnerships with a handful of video bloggers with strong followings.
Digitas and Mars decided to disperse branded content to various access points rather than funnel viewers to a single branded Web site or microsite. The new content is also available through links on the main http://www.starburst.com Web site, but the wider distribution indicates an intent to take the brand’s message to the audience rather than persuading them to change their habits.
The animated series, “Nite Fite,” features two cartoon commentators who go head to head over controversial topics such as the true nature of the Bermuda Triangle. The series will be available at http://www.nitefite.com, but will also be syndicated around the Web by NextNewNetworks.
Starburst’s YouTube outlet, www.youtube.com/thestarburstchannel, will host short videos in a series entitled “A Starburst Moment in Sharing”. The clips, created and produced by Digitas’ brand content unit The Third Act, depict situations in which people “overshare” inappropriate comments, such as on a first date or between roommates. The clips suggest that viewers instead “Share Something Juicy” like a Starburst candy, individually wrapped and thus suitable for sharing. The channel will also carry links for “Nite Fite.”
The brand has also partnered with video bloggers David Choi, Rhett & Link, Katers17 and DavidJr.com, who will all produce their own more personal look at sharing and post the results to the Starburst YouTube channel, as well as their own sites.
The new Gummi Burst candy is being advertising with a TV spot by TBWA/Chiat/Day, also available on the main Starburst site and on the Starburst YouTube channel.
Network
