5 Gum was looking for a groundbreaking digital campaign to promote their exclusive sponsorship of the Coachella live webcast—a three day music festival featuring some of the world’s top artists.
Seeing an opportunity to align Coachella with 5 Gum’s experiential branding, we designed a campaign that gave fans an opportunity to prepare their senses in the five weeks leading up to the webcast.
A microsite kept fans engaged with five unique experiments, building momentum and viewership for the Coachella live webcast on a custom YouTube channel sponsored by 5 Gum. The experience used groundbreaking technologies such as webcam object recognition, phone-to-app technology and an intricate system for fans to send shout-outs to their friends during the webcast.
The campaign brought music enthusiasts and 5 Gum fans together and created a community of digital concertgoers. On 5 Gum’s Facebook fan page this newfound community built anticipation for the festival and created buzz for the microsite. By the end of the campaign, people from around the globe experienced new technology and witnessed never-before-seen music from Coachella and 5 Gum.