Music Video Style TV Spot – TV was central to the plan, allowing us to introduce Big Pak product and artist to a mass audience with the look and feel of a music video.

-World Premiere Music Video on MTV – We produced a full-length music video for Big Pak that premiered during a primetime commercial pod on MTV, and was then released online via a dedicated MTV.com video page. To promote appointment viewership of the music video premiere, MTV filmed, produced and aired multiple behind-the-scenes, branded content vignettes in their “making the video” style.

-Award Presenter at 2009 MTV Movie Awards – For the campaign finale, we used our sponsorship of the 2009 MTV Movie Awards to confirm Big Pak as a legitimate celebrity music artist. Two weeks before the event, we ran a co-branded, tune-in TV spot that built excitement and awareness about Big Pak’s upcoming appearance at the MTV Movie Awards. For the branded content portion of the sponsorship, we worked with MTV to execute something the network had never done before: the rap artist Big Pak appeared live, on stage at the MTV Movie Awards and initiated a rap battle with celebrity Hayden Panettiere in their presentation of the “WTF Award” nominees and winner.

Orbit Big Pak strengthened brand loyalty by achieving significantly higher repeat purchase rate for Orbit Big Pak (21.5%) than both the Gum Average (17.3%) and a comparable Wrigley upsized pack offering, Eclipse Big-E Pak (13.5%).

-Repeat volume of Orbit Big Pak increased steadily throughout the product launch, with 30% of volume in Period 8 coming from repeat purchases, far surpassing the comparable repeat volume goal of 19.9%.

-The Orbit Big Pak campaign achieved a statistically significant shift in Orbit brand perceptions of “cool brand to be seen with” and “always coming up with something new” brand image and innovation measures.

-Generated top-level performance on advertising awareness. Total Campaign Awareness was 84%. Not only did TV Ad Awareness of 77% far surpass the category norm goal of 37%, but all measured elements of the campaign also performed above norm on Ad Awareness, including the MTV Movie Awards Live TV Integration.

List each element of the submission in the order of implementation with dates: -TV spot April 2009 National Network & Cable TV Buy -Music Video April 2009 MTV only -Live TV Integration June 2009 2009 MTV Movie Awards only