We created Trending 10, a multi-screen experience to bring Trident closer to Millennials.

Using a proprietary Heat Tracker, developed with Twitter, we identified artists generating the most buzz. Then, working with music and video content network FuseTV, created the first ever TV show sourced directly from that day’s social chatter.

Trending 10 aired live nightly on Fuse’s broadcast channel with the content also shared across social channels.

Fans were encouraged to follow, contribute, and drive further conversation using #trending10 and #Trident, and as part of this program Trident aired the world's first 6-second Vine commercial, on Fuse.

With original digital content pieces, integrated weekly segments, talent partnerships, unique events, concerts and live experiences, and daily branding in every episode, Trending 10 not only drove engagement among music fans in real time, it also drove purchase.

The campaign reached 20 million Millennials, with engagement rates 1.5 times higher than other CPG efforts on Twitter.

Purchase Intent increased 3%, Brand Perception increased 4%, and the program drove a 43% increase in followers, making Trident the fastest growing gum brand on Twitter – ahead of Orbit (+37%), 5 (+19%) and Stride (+6%).

The Vine commercial generated 76,000 likes, 18,000 re-Vines and 2,000 comments in the first week alone, Trending 10 videos on YouTube generated almost 1 million views, and with little other media support, Trident’s core business has grown over 10%.