Twitter, Fuse Gum Up 'Trending 10'

Trident-sponsored show based on most popular tweet traffic

What do minty-fresh breath, youth-skewing music and social media all have in common?

Until now, nothing. Twitter, music cabler Fuse and Trident gum want to change that: Trio have come together on “Trending 10,” a daily countdown TV show and companion website based on music-related tweets designed to make Trident brand stick in viewers’ heads.

Half-hour “Trending 10” broadcast show on MSG Media’s Fuse is accompanied online by Fuse.tv/T10, which hosts digital shorts, sharable content such as interviews and live access to the net’s Heat Tracker, which ranks artists based on real-time social chatter of music fans. Skein has aired since last November without a title sponsor.

Trident will be featured in various branded integrations, with marketing messages for the gum to be put in front of “Trending 10” viewers and followers through social channels. The chewing gum brand is owned by snack-food conglom Mondelēz Intl., whose portfolio also includes Cadbury, Nabisco, Oreo and Tang.

Multiplatform sponsorship play is designed to make Trident top-of-mind for consumers “at gum-chewing moments, like when they are commuting or waiting in line at checkout,” Mondelēz marketing director Farrah Bezner said. “‘Trending 10’ allows us to reach millennials where they live and how they live with multiscreen, multiplatform programming.”

Ad agency MediaVest brokered the deal among Twitter, Fuse and Trident.

Music is one of the most-discussed topics on Twitter. Last week social giant launched a music app that lets users discover popular tracks and emerging artists based on Twitter data.

Format for “Trending 10” is light banter about 10 Twitter-driven stories of the day — such as Nicki Minaj’s effusive tweet about Ciara’s new music video. Show airs weeknights at 7:30 p.m. Eastern on Fuse’s linear network, hosted by Yasmine Richard, co-host of cabler’s “Top 20 Countdown,” with guest hosts including Dan Brown and Elaine Moran.

Fuse is available on Comcast, DirecTV, Dish Network, Time Warner Cable, AT&T U-verse, Verizon FiOS, Cablevision Systems and other operators.

As part of the pact, Fuse and Trident will gain enhanced access to Twitter data about real-time music chatter, according to Joel Lunenfeld, Twitter’s veep of brand strategy.

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