Video campaigns grab young small-screen audiences

Winning over generation Z has seen Afterpay, Samsung and Mars Wrigley populating Tik Tok, Snapchat and Twitch with video campaigns to support new product promotions. Life happens in five – seconds not minutes – for youth targeted by Mars Wrigley’s latest collaboration with Twitch, the platform for gaming plus a side-serve of chat and entertainment. The campaign was launched to support Mars Wrigley 5 Gum and builds on a previous Twitch activation undertaken by the FMCG brand in 2020.   The partnership has launched Team Clutch, or streamers who tackle games like Fortnite, along with a video campaign featuring teens who dare to get a tattoo or pounce for a kiss at a party. Streamers include emerging Twitch creators, soleKEFS and PlayitShady, who join popular creator, Aussie Antics, with more Team Clutch members to come. The streamers are challenged to make concentrated, quick decisions in gameplay while entertaining their audience.  “Going live truly embodies the ‘Life happens in 5’ spirit of adventure and this natural brand synergy led us to partner with Twitch,” said Mars Wrigley marketing director, Ben Hill. He hoped to replicate the success of last year’s collaboration with Twitch.  According to Twitch head of sales A/NZ, Ricky Chanana, the…
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