East Hanover, NJ — Mondelez International, Inc.’s Trident brand is working with musical artist T-Pain to launch limited-edition Chew Tunes packs, which give consumers the chance to unlock unique instrumental sounds that can be used to make original songs, according to the CPG company.
Each pack has a QR code that can be scanned to unlock an interactive AR experience through Instagram Stories, giving consumers the chance to make their own beats, Mondelez reports. Flavors in the limited-edition line include original, spearmint, Watermelon Twist and Tropical Twist.
The company is hosting a sweepstakes to promote the release, and is asking consumers to “drop a beat” on Instagram using the #ChewTunes filter and special hash tags for the chance to win two tickets to the 63rd Grammy Awards. Additionally, the company is offering more chances to win the sweepstakes, as well as other prizes such as Bluetooth speakers and turntables, on chewtunes.com.
“The Trident Gum brand knows life can sometimes get off track and throw you off your game. We’re working with T-Pain to encourage fans to create and share their own #ChewTunes beat through an interactive experience,” says Iryna Shandarivska, senior category director at Mondelez. “Chew Tunes gives consumers a tool to restore their rhythm in a fun and engaging way.”