Digitas is on a Roll. First Holiday Inn, now Gummi Burst

A new digital campaign for Gummi Burst, the latest addition to Mars' Starburst candy line, has Digitas flexing its creative muscle in a number of ways.

Using the premise that the individually-wrapped candies are ideal for sharing, the "Share Something Juicy" features Starburst in a new animated Web series, a Starburst channel on YouTube featuring videos made by Digitas's brand content unit The Third Act, and partnerships with several popular video bloggers.

"It really is a fresh look at their digital strategy," said Digitas Senior VP of Marketing Todd Stanley. "It's targeting a very fickle and hard-to-reach...audience for Starburst."

Care to Share? Digitas Launches Campaign for New Mars Candy - ClickZ

Blogged with the Flock Browser