Starburst this month is concluding a national tour designed to drive trial and purchases of its new Gummiburst liquid-filled gummies. The tour which debuted this fall and ends on Dec. 11 hit almost 30 college campuses across the country sampling gummies and engaging students with the chance to hop on stage and play in a virtual garage band—including drums guitar and bass—via a Microsoft Xbox console and four large plasma screens.
“We could have sampled anywhere—a grocery store a mall—but that wouldn’t have been as engaging [as a college campus] ” Carole Walker director-integrated marketing communications for Mars Snackfood parent company of Starburst.
The tour features a panel truck transformed into a garage-on-wheels. The vehicle brings the Starburst brand to life splashed in yellow with a blue roof and a red chimney. One side of the truck is a garage door that rolls up to present the stage. The tour is on track to distribute half a million samples by the program’s end. Agencies: Catapult Marketing Westport CT; Stage Active Brand Marketing Wilton CT.