The Starburst 'Ask the Universe' Campaign Engages Gen Z on TikTok
Michael Hemsworth — September 7, 2022 — Marketing
References: starburst & candyindustry
The Starburst 'Ask the Universe' campaign is being launched on TikTok as a way for the brand to engage with Gen Z consumers and encourage them to create content. The campaign poses the question, "How do they make Starburst taste so juicy?" and will have consumers posting videos that they think will resonate with extraterrestrial lifeforms when sent out into the cosmos. The most creative videos posted to TikTok using the hashtag #BeamItUpStarburst will get the chance to have their message blasted into space thanks to a partnership with SpaceSpeak.
Marketing Director at Mars Wrigley Martin Terwilliger commented on the Starburst 'Ask the Universe' campaign saying, "We’re excited to be leaning into this playful brand insight but in a new and refreshed way. Gen Z and Millennials’ interest in space is only growing, and we love that our latest wonder-inducing campaign is so squarely at the center of pop culture."
Marketing Director at Mars Wrigley Martin Terwilliger commented on the Starburst 'Ask the Universe' campaign saying, "We’re excited to be leaning into this playful brand insight but in a new and refreshed way. Gen Z and Millennials’ interest in space is only growing, and we love that our latest wonder-inducing campaign is so squarely at the center of pop culture."
Trend Themes
1. Interactive Social Media Campaigns - Brands can engage with the younger generation by creating interactive and playful content on social media, such as encouraging user-generated content and using popular hashtags.
2. Incorporating Pop Culture Trends - Brands can increase relevance by incorporating current pop culture trends, such as space-related interests, into their marketing campaigns.
3. Partnering with Innovative Technology Companies - Brands can collaborate with innovative technology companies, such as SpaceSpeak, to create unique experiences that capture consumers' attention and interest.
Industry Implications
1. Confectionery Industry - Confectionery brands can use interactive social media campaigns and pop culture trends to increase brand awareness and engagement with younger audiences.
2. Social Media Marketing Industry - Social media marketing companies can provide creative and innovative strategies to help brands engage with their target audiences on social media platforms.
3. Innovative Technology Industry - Innovative technology companies like SpaceSpeak can use partnerships with brands to showcase their groundbreaking technology and expand their client base.
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