Mars Wrigley’s 5 Gum launches Team Clutch in latest Twitch partnership
Mars Wrigley 5 Gum has partnered with video live streaming service, Twitch — the global community where millions of people come together live every day to chat, interact and co-create their own entertainment — to launch Team Clutch.
Team Clutch is a group of Twitch streamers who will assemble in three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘Life happens in 5’.
Ben Hill
Mars Wrigley Australia’s marketing director, Ben Hill, said, “We’re excited to be introducing Team Clutch to the Twitch community. Going live truly embodies the ‘Life happens in 5’ spirit of adventure, and it is this natural brand synergy that has led us to partner with Twitch and support its up-and-coming Australian creators. We look forward to replicating the great success we saw following last year’s customer activation with Twitch.”
The partnership will be supported on Twitch by three-and-a-half-months of pre-roll 5 Gum advertisements and three homepage takeovers promoting the stream events, as well social support from the talent and Twitch.
Up-and-coming Twitch creators soleKEFS and PlayitShady join popular creator Aussie Antics on 5 Gum’s Team Clutch, with more members to be announced.
The live streams will challenge the streamers to make concentrated, quick decisions in gameplay, all while being entertaining to their audience in real-time.
Ricky Chanana
Twitch ANZ’s head of sales, Ricky Chanana, said: “For this reason, live is the ultimate clutch environment and therefore the perfect place for 5 Gum to be.”
“Team Clutch builds on 5 Gum’s 2020 Twitch activation and takes our collaboration to the next level for what is our biggest partnership in the APAC region.”
Chanaha added: “Twitch is the connection to today’s most sought-after audiences — the cord-cutters and cord-nevers (those that avoid TV) —with 39% of our viewers not reachable via traditional TV. With gaming being at the core of what we do, this presents a huge opportunity for 5 Gum to own the space.”
Credits
Client: Mars Wrigley 5 Gum
Brand Manager, Gum: Anna Pitt
Portfolio Director, Gum & Mints: Michelle Gazzola
Marketing Director: Ben Hill
Creative and Production: Twitch ANZ
Head of Sales ANZ: Ricky Chanana
Senior Creative Strategist: Edwin Hughan
Senior Program Activation Manager: Joanne Garcia
Creative Producer: Romee Adema
Client Success Manager: Alex Tran
Account Director: Hamish McPhee
Media Agency: Mediacom
Creative Systems Director: Chris Johnston
Client Planning Director: Elena Kim
Digital Manager: Dylan Tolua
Group Strategy Director: Adam Pinto
Group Client Director: Alex Gill
Production Partner: Eliphant
Talent:
soleKEFS
PlayitShady
Aussie Antics
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topics
5 Gum
Ben Hill
Head of sales
Managing director
Mars Wrigley
Mediacom
partnership
Ricky Chanana
streaming service
Twitch
