DARING TO REACH 13-18 YEAR-OLDS WITH YOUTUBERS
To promote an integrated, on-pack game of Truth or Dare, the 5 Gum brand enlisted YouTubers KianAndJc to reach the elusive 13-18 year-old target.
- Working with our agency partner and the YouTubers, AKA’s creative team scripted scenarios and secured several Hollywood locations for this dynamic production.
- Since the loser of the Truth or Dare game would get a fresh tattoo, AKA coordinated with an LA ink studio to schedule the last shot of the day.
- In one production day, AKA delivered the brand’s primary YouTube content and a dozen additional video shorts to support a Twitter sweepstakes.
Challenged to create authentic video content without alienating our influencer’s subscribers, AKA helped 5 Gum and YouTube stars KianAndJc take the classic Truth or Dare game to a whole new level. After the loser ate snail tacos and got a fresh tattoo, 5 Gum collected 2 million views for the brand.
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