Defining Moments

Hundreds of fans showed up to watch “The Buried Life” cast paint the mural and help with the clean up effort.  Thousands of product samples were distributed and more than 20MM impressions were generated from the one day event. 

Objective

Drive brand awareness and equity for Orbit Gum by aligning with a relevant, earth friendly cause.  Orbit partnered with the cast from MTV’s “The Buried Life” for a national promotion.  Orbit consumers entered the in-pack code online to place a vote between five cities.  The winning city received a cash donation and beautification program, including a mural and clean up effort.

Results

Markets: 1

           Attendance: 400 - 500

Impressions: 20MM

Charity Donations: $300,000