EXTRA + E!

The challenge

Celebrate our heroes in an impactful way

Extra^® Gum wanted to thank the Covid-19 frontline heroes, while also finding a way to celebrate their remarkable achievements and contributions in an impactful way.

The insight

Widening the spotlight

In a year defined by pandemic, we now universally understand that frontline workers do award-worthy work. By widening the E! spotlight to include these everyday heroes, we were able to pay tribute to those who truly deserved to be recognized.

The solution

Integrations all weekend long

From heartwarming in-show moments, to behind-the-scenes access and product placement, Extra® Gum partnered with E! to be front and center at the E! People’s Choice Awards. To kickoff PCAs weekend, Extra® Gum sponsored a custom open on The Rundown in honor of World Kindness Day and was featured in associated custom Snap ads. During the PCAs, Extra® Gum sponsored an inspiring “People’s Heroes” in-show moment, provided sample gum for participants, and was even featured in E! News Instagram Stories talent takeover.