Well we know Fuse has highlighted musicians for sometime now and we also know that many musicians keep their online presence going through Twitter. Now what does Trident know about music? We’re not sure but Fuse and Twitter have convinced the gum brand to sponsor a music show built around Twitter conversations. Their target audience? Millennials of course, because they seem to dominate social media platforms like Twitter. As more and more people try to figure out this demographic concretely, expect more experimental ventures like this. More details about this partnership and television program after the jump.
A Music Show Informed By Social, Funded by Trident:
Twitter’s latest TV tie-in will be held together by chewing gum.
Trident will sponsor a TV show on Fuse called “Trending 10” that the three companies described today as “the first television program to be sourced and produced from real-time Twitter conversation spikes.” The show has already been airing every weekday since November without a sponsor, but was recently moved up to the 7:30 p.m. eastern timeslot in anticipation of Trident’s participation.
The program features the top 10 trending music-related stories of the day. The picks are determined by Fuse-branded “heat tracker” technology that measures which artists are generating the largest spikes in Twitter conversations. As part of the deal, Fuse was given “elevated access to our data and our API which allows them to sift through the real-time music conversations,” Alex Josephson, a Twitter brand strategist, said in an interview. “Trident as our marketing partner is able to facilitate that entire conversation.”
The companies declined to share financial terms of the year-long partnership.
Trident’s participation lends more momentum to Twitter as it seeks deeper ties to marketers and TV networks. On Monday the company made public a new multi-year deal with Publicis Groupe’s Starcom MediaVest Group that will give the agency’s clients first dibs on desirable Twitter inventory, as well as other perks.
SMG’s Mediavest, which is the media-planning and -buying agency for Trident-owner Mondelez International, brokered the deal with Twitter and Fuse, which is owned by the Madison Square Garden Co. A spokeswoman for Mondelez said it was negotiated separately from the pact announced Monday.
Mondelez sees the arrangement as a way to engage with millennials, a key gum-buying audience. The deal will give the brand up to “25 daily pieces of content.” Trident, for instance, will tweet the Fuse-gathered music trends during the day, using Twitter technology to target specific audiences. So the brand might be able to send Tweets to followers of an artist who is featured on daily trend list, for instance.
“Through the partnership we’ll be connecting with consumers at gum-chewing moments…[Read Full Article Here]