When 5Gum South Africa brought Two Door Cinema Club to the country, we suggested a ‘brand before band’ communication approach to ensure that the brand received maximum benefit of being associated with the band. 5Gum was new to South African consumers and it needed a digital media campaign with maximum online word of mouth spread.
By seeding tailored messaging to the most influential commentators in SA’s vibrant music blogger community, we made the #5GumExperience one of the most talked-about activations of 2012.
8,000 people attended the concerts and over 10,000 new fans joined 5GumSA’s Facebook community. More than 6,000 tweets tracked, 150 blog posts and 20 online media articles ensured that the campaign trended nationally and gave 5Gum South Africa the opportunity to be seen (OTS) by more than 5,7 million people online.
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