Mondelez, Fuse, Twitter Partner for Marketing
Mondelez brand, TRIDENT; Fuse, the national music television network of The Madison Square Garden Company; and Twitter are partnering to reinvent TV with daily cross-platform music entertainment programming called Trending 10, the first television program to be sourced and produced from real-time Twitter conversation spikes. Understanding the new multi-screen media consumption habits of millennial consumers, the partners are bringing music-loving viewers daily Trending 10 content across multiple screens and platforms.
Trending 10 brings viewers the 10 top trending music-related stories of the day, filtered through Fuse's Heat Tracker technology that measures and illustrates which artists are generating the largest spikes in Twitter conversations. The broadcast show, along with "sneak peek" digital shorts, socially sharable exclusive content (e.g., interviews and articles) and live online access to the Heat Tracker at Fuse.tv/T10, are all populated by the real-time social conversations of music fans. Through Trending 10, TRIDENT will facilitate the social media conversation, be featured in various branded integrations, and engage with Trending 10 viewers and followers through its social channels.
"As a leader in the gum category, we are constantly evolving how we engage with consumers, and Trending 10 allows us to reach millennials where they live and how they live with multi-screen, multi-platform programming," says Farrah Bezner, Marketing director, Mondelez International. "Through the partnership we'll be connecting with consumers at gum-chewing moments, like when they are commuting or waiting in line at the checkout. It's important that we're on their screens when gum might be on their minds, especially because gum is an impulse category."
The trio of iconic brands, which were brought together by MediaVest, is flipping the relationship between television and social media — and moving beyond TV that drives social engagement to social engagement that drives TV.
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