Cannes Lions

JUICY FRUIT GUM

EVOLUTION BUREAU, San Francisco, Ca / WRIGLEY / 2011

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Overview

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Credits

Overview

Description

At serenadingunicorn.com, viewers could select one of three videos featuring the Serenading Unicorn crooning 80’s and 90’s love songs - Michael Bolton's "How Am I Supposed to Live Without You," Boyz II Men's "On Bended Knee" and Culture Club's "Do You Really Want to Hurt Me”. They could then personalize the video with a friend’s name, and send their sweet serenade through Facebook, Twitter or email right from the site. There was also a ‘share this’ button linking directly to their Facebook wall or Twitter post to encourage further virality. After watching a serenade, a recipient could also link back to the site with one click and create their very own serenade.

Execution

We decided to engage fans by bringing back the beloved Serenading Unicorn in three epic and sweet full-length music videos. To play up the launch of Juicy Fruit’s newest mystery flavour, Juicy Secret, the songs and celebrity co-stars were kept secret prior to the launch of each video.The first music video to launch was Devo’s ‘Whip It.’ Serenading Unicorn teamed up for a faux duet with YouTube sensation and fellow lip-syncing maestro, Keenan Cahill. The second music video went gangsta with Coolio’s ‘Gangsta’s Paradise’ featuring David Koechner and Affion Crockett. The final music video took an emotional turn as popular comedian, Sarah Silverman, and Serenading Unicorn turned up the heat in a love story set to Aerosmith’s “Angel.”We launched the videos on our Juicy Fruit branded YouTube channel, which drove fans to Facebook for personalized wall-post serenades.

Outcome

Within the first 3 weeks of launching the campaign, Juicy Fruit gained over 20,000 new Facebook fans. With 3 full-length music videos, 15 original serenades, a handful of banner ads and a special Snaptag serenade, we were able to engage millions of Juicy Fruit fans in a an entirely new way.The success was driven almost entirely by earned media. The launch of each video was accompanied by thousands of blog posts and Tweets. A simple Google search will reveal that the Serenading Unicorn graced the pages of People Magazine, Entertainment Tonight, VH1, Huffington Post, Mashable, USA Today, Perez Hilton and many more blog/news sites.

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