On June 20th, on an otherwise average, boring Wednesday night, we liberated fun for fans in the most unexpected of ways. We let Trident fans See What Unfolds when DJ Steve Aoki and a “special guest” (Duran Duran) came together to perform a surprise concert and an original remix of “Hungry Like the Wolf” for 3,000 lucky fans at Terminal 5 in NYC.

The branded content launched just days after Trident’s surprise concert with DJ Steve Aoki & Duran Duran in New York City. With all of the buzz and PR surrounding the event, traffic to our content flowed organically as we supplemented with paid media. We launched the world premiere of the music video on VEVO with custom pre-roll units and banner ads driving viewers to our page. In addition, we promoted the content via our social channels and watched as influencers in the Electronic Dance Music (EDM) category shared our video, creating even more buzz around the content.

By tapping into a Millennial passion point we were able to create an unforgettable experience for our consumer. With EDM being the fastest growing music category for our target we were able to allow Trident, a historically traditional brand, to connect with our consumer on a deeper and more emotional level than ever before.

Our clients were thrilled with the campaign. It was a bold move for the brand to move into the music space and the decision paid off. We set ambitious goals but were able to surpass each of them with this unprecedented event and have given Trident a competitive advantage over others in the category.