24 April 2013 9:30 AM, PDT | Variety - TV News | See recent Variety - TV News news »

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, »


- Todd Spangler

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