Dive Transient:
- Mars Wrigley’s 5 Gum has teamed with Grammy-winning artist Zedd to host a secret rave inside a New York Metropolis bodega, in line with a press launch.
- The rave, which will likely be held Aug. 22, will solely be open to the primary 25 followers who’re in a position to decipher a sequence of hints dropped on the model and Zedd’s social media channels, together with following clues hidden in plain sight that assist establish the placement.
- Those that discover the get together spot will likely be supplied a glow-in-the-dark 5 Gum x Zedd pack as their ticket to the rave. Customers can even enter for an opportunity to win $500 for tickets to Zedd’s upcoming tour through a sweepstakes operating from Aug. 26 to Sept. 6.
Dive Perception:
Since its introduction in 2007, 5 Gum has billed itself as a product designed to “stimulate all 5 senses.” The multisensory stimuli of a rave, full with gentle exhibits, loud music and sizzling crowds, covers at the very least a number of of these bases, providing overlap between the model’s target market and Zedd’s followers.
“We all know that 5 Gum and Zedd followers alike are identified to embrace the fun of a brand new journey, so what higher approach to try this than getting the possibility to be one of many few to uncover and attend such an intimate, unforgettable expertise with a world-renowned DJ,” mentioned Maria Urista, vice chairman of gum and mints at Mars, in a press assertion.
To seek out the key location of 5 Gum’s gathering, customers might want to comply with the social media hints dropped by Zedd and the model, in addition to decipher clues hidden in plain sight. The primary 25 people who make it to the bodega on Aug. 22 will safe particular glow-in-the-dark packs of the gum as their ticket to the present.
Past the viewers alignment, the efficiency guarantees the cache of exclusivity. Along with solely admitting a handful of people, the present is predicted to incorporate new tracks from Zedd’s upcoming album, “TELOS,” the artist’s first in practically a decade. The complete album drops on Aug. 30, which means followers could have a sneak preview of a lot of its contents.
The stunt contributes to the third consecutive yr of 5 Gum’s efforts to immerse followers in music experiences. In 2022, the model partnered with singer Yungblud and jeweler Greg Yuna to create a line of luxurious jewellery crafted from particular person items of gum chewed by Yungblud throughout his 5 Gum-sponsored U.S. document retailer tour. Final yr, the model labored with lyricist and performer JID to honor the fiftieth anniversary of hip-hop by making a observe that was full of audio references from 5 of the style’s most influential albums.
In a presentation on the Affiliation of Nationwide Advertiser’s Masters of Advertising and marketing convention final yr, Mars Wrigley North America CMO Gabrielle Wesley defined that the music-forward method — significantly the partnership with Yungblud — was a part of the model’s technique to enchantment to youthful customers who’re craving authenticity from manufacturers.
