“There are so many conversations happening around music on Twitter and so many artists are the most influential and highly followed,” says Michael Roche, Fuse’s VP of advertising sales. “We wanted to give all these conversations a voice on a nightly show in prime time.”
As the show’s presenting sponsor, Trident will be featured in daily 50-second brand integrations as well as a weekly 90-second segment called Flavor of the Week that will be tailored to different Trident flavors (“What’s Spicy” for Trident Cinnamon, “What’s Juicy” for Trident Tropical, etc.) “Music is a passion point for our target consumers, millennials, and in order to built a relationship that resonated with them we felt that we could reach them through music conversations on Twitter, where our consumers already live,” says Farrah Bezner, marketing director at Trident for Mondelez International.
“Trending 10” also arrives on the heels of Twitter #Music, which isn’t “linked in any formal way” according to Twitter brand strategist Alex Josephson. “The launch of the Twitter #Music app and ‘Trending 10’ today both sort of signify that music is in fact a very prevalent topic of interest on Twitter as a platform,” he says, noting that music accounts for a high volume of the 400 million tweets sent out every day. “The #Music app itself is seen as more of a discovery tool for users being served up specific songs being tweeted about or recommendations of artists to follow. ‘Trending 10’ is more what the world is saying about music and the conversations being manifested in the form of original content.”
Although Fuse ranks in the lower tier of the top 100 most-watched cable networks, but is coming off a ratings bump in first quarter 2013. In prime-time, Fuse ranked No. 93 in total viewers with a 30% increase in ratings, while the network ranked No. 77 among adults 18 to 34, the millennial audience Trident is trying to reach, with a 33% increase in the demo. [Billboard.biz]
