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Starburst

Ask the Universe

Agency: DDB

Description

After more than eight years of building its successful “Unexplainably Juicy” brand platform, STARBURST is refreshing its proposition to reconnect with fans and reach an expanded Gen Z audience. No stranger to encouraging curiosity, wonder and imagination, the brand has its sights set on outer space to capture the attention of Gen Z (the cohort most interested in space at 63% vs. the 49% US average, source).

The brand’s new campaign, developed in partnership with DDB and appropriately titled, “Ask the Universe,” is inspired by the age-old question that STARBURST fans often wonder: “How do they make STARBURST taste so juicy?”  

In search of answers, the brand is enlisting the help of fans on TikTok to pose the question at the heart of its new campaign to outer space and any extraterrestrial life forms that may be listening.  From Sept. 6th until October 14th, people can create a TikTok video that asks, “How do they make STARBURST taste so juicy”, by using whichever form of communication they think will resonate most with potential higher life forms. The most creative and imaginative TikTok videos (using #BeamItUpStarburst) will have the chance to be beamed into space thanks to a first-of-its-kind partnership with SpaceSpeak (STARBURST is the first brand to beam TikToks into space).

In addition to potentially being one of the first humans to ever make alien contact, TikTok creators can head to www.starburst.com/AskTheUniverse, input their TikTok handle, and see where their video is traveling in space in real time. According to SpaceSpeak, the videos will travel at the speed of light; meaning, once they are beamed into space, they’ll travel all the way through the solar system on the first day alone.

This six-week hashtag challenge – accompanied by Spark Ads and sequential advertising – will kick off with a little help from astrophysicist, space communications expert and influencer Kirsten Banks (aka @astrokirsten on TikTok). Kirsten – who loves to share her passion for space and astronomy – will use her platform to announce the challenge and share just how to go about creating beam-worthy content.

This professional campaign titled 'Ask the Universe' was published in United States in September, 2022. It was created for the brand: Starburst, by ad agency: DDB. This Integrated medium campaign is related to the Confectionery, Snacks industry and contains 1 media asset. It was submitted 3 months ago.

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