truth® Campaign: Branded Entertainment FUSE TV Episode
Create and execute the truth® grassroots marketing campaign to promote anti-smoking in a way that young people will relate to and embrace on their own terms. The campaign also needed to succeed in facilitating peer to peer sharing of opinion and information, with the goal of creating viral spreading of the campaign message among these targeted teens.
GTM collaborated with Fuse TV to capture footage of the truth® campaign as it created impact during various music and sports tours; the VANS Warped Music Tour, Honda Civic Tour, Super Girl Jam, Afro Punk, as well as a guerrilla marketing tour in 50 cities throughout the summer and fall seasons. In addition, GTM created INTERACTivism™—a peer to peer, culture based approach to marketing. GTM selected and trained 25 INTERACTivist to travel the country on rock, punk, hip-hop and basketball tours to reach each sub-culture. Their experiences as brand ambassadors were then turned into content.
The truth® campaign tour bus captured attendees' attention year after year since its inception in 2000.