Fast Chat: Kraft’s Bough on iD Gum’s Deal With MTV

Brand follows Pepsi in use of multi-screen tech

Kraft’s iD Gum last night became the first brand to use MTV’s Reverb technology during scripted programming, namely the season finale of Awkward. Previously, Pepsi and Verizon Wireless used the multi-screen technology, which enables marketers to simultaneously advertise across MTV, its website and a mobile app during MTV’s Video Music Awards. Before the iD push, Bonin Bough, vp of global media and consumer engagement at Kraft, explained the rationale for the MTV deal and why iD—a new teen-targeted brand that Droga5 launched this week with a TV ad and an online games—was a good fit.

Adweek: How did this MTV deal come about?

As we looked across the partnership landscape, clearly MTV is one of those partners that provide a unique view into the Millennial consumer. They also provide a unique view into a multi-channel constant approach. That is one of the cornerstones of the partnership, which is "OK, how do we look at the Millennial consumer in a completely different way?" How do we continue to use and leverage the research around their behaviors? And then how do we develop multi-channel content engagement experiences?

Who’s the core target for iD Gum?

It is a teen market. … They are switchers. They’re able to “live” in various places. And so, the “Kinda” campaign is really designed to inspire teens to discover and explore multiple passion points.

Why was Awkward a good fit for this brand?

The show embodied that same mindset…. A show where you have a team that continues to explore their individuality continues to be open-minded and is finding their identity at the same time.

With the online games, how do you balance branding with entertainment?

This is about deep consumer understanding in terms of A) making sure that you start from the right creative concept based on the consumer insight, which I think we have here. The next piece is making sure you balance the right usage of brand. But even more than that…what is the utility that you can offer inside of this consumer’s life?

How would you describe the games?

It’s less about iD and more about you having this kinda experience that then brings you back to the brand that brought you there. What I think is nice is the integration-activation approach, which is how does the pack let you unlock levels? How does the pack allow you to have deeper engagements with the actual gaming experience?

By what criteria will you measure the effectiveness of Reverb?

We firmly believe that co-viewing experiences can actually increase the value of our larger TV investment. So, the metric that we look at is pretty much along the same lines as the marketing metric we use for TV, which is how are we driving TV engagement? 

What about with the games?

We’re looking at A) how many people actually engage with that game platform and B) what is the amount of game plays that you have? But time [spent] is a variable [too].