Dive Brief:
- Mars Wrigley’s 5 Gum has teamed with Grammy-winning artist Zedd to host a secret rave inside a New York City bodega, according to a press release.
- The rave, which will be held Aug. 22, will only be open to the first 25 fans who are able to decipher a series of hints dropped on the brand and Zedd’s social media channels, along with following clues hidden in plain sight that help identify the location.
- Those who find the party spot will be offered a glow-in-the-dark 5 Gum x Zedd pack as their ticket to the rave. Consumers can also enter for a chance to win $500 for tickets to Zedd’s upcoming tour via a sweepstakes running from Aug. 26 to Sept. 6.
Dive Insight:
Since its introduction in 2007, 5 Gum has billed itself as a product designed to “stimulate all five senses.” The multisensory stimuli of a rave, complete with light shows, loud music and hot crowds, covers at least a few of those bases, offering overlap between the brand’s target audience and Zedd’s fans.
“We know that 5 Gum and Zedd fans alike are known to embrace the thrill of a new adventure, so what better way to do that than getting the chance to be one of the few to uncover and attend such an intimate, unforgettable experience with a world-renowned DJ,” said Maria Urista, vice president of gum and mints at Mars, in a press statement.
To find the secret location of 5 Gum’s gathering, consumers will need to follow the social media hints dropped by Zedd and the brand, as well as decipher clues hidden in plain sight. The first 25 individuals who make it to the bodega on Aug. 22 will secure special glow-in-the-dark packs of the gum as their ticket to the show.
Beyond the audience alignment, the performance promises the cache of exclusivity. In addition to only admitting a handful of individuals, the show is expected to include new tracks from Zedd’s upcoming album, “TELOS,” the artist’s first in nearly a decade. The full album drops on Aug. 30, meaning fans will have a sneak preview of many of its contents.
The stunt contributes to the third consecutive year of 5 Gum’s efforts to immerse fans in music experiences. In 2022, the brand partnered with singer Yungblud and jeweler Greg Yuna to create a line of luxury jewelry crafted from individual pieces of gum chewed by Yungblud during his 5 Gum-sponsored U.S. record store tour. Last year, the brand worked with lyricist and performer JID to honor the 50th anniversary of hip-hop by creating a track that was packed with audio references from five of the genre’s most influential albums.
In a presentation at the Association of National Advertiser’s Masters of Marketing conference last year, Mars Wrigley North America CMO Gabrielle Wesley explained that the music-forward approach — particularly the partnership with Yungblud — was part of the brand’s strategy to appeal to younger consumers who are craving authenticity from brands.
