Fuse's Twitter-inspired show picks up sponsor in Trident gum

04/24/2013 | Advertising Age (tiered subscription model)

Twitter's top 10 trending music-related stories of the day provide the content for the Fuse show called "Trending 10." Starcom MediaVest Group, which recently signed a multiyear partnership with Twitter, brokered the deal between the microblog service and Fuse and has brought on Trident gum as a sponsor. "Through the partnership we'll be connecting with consumers at gum-chewing moments, like when they are commuting or waiting in line at checkout," said Farrah Bezner of Mondelez International, which owns Trident.

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