Starburst/VEVO Go Shows

Blair Moylan

In its most basic sense, the press release I analyzed was announcing the union of Starburst and VEVO to promote a series of concerts called VEVO Go Shows. The press release dealt with the basics: what these concerts were, when they were taking place and where they could be found. The most interesting answer: the fact that these shows will be exclusively online for 24 hours before other networks get access to it. My interest thus lay mostly in the strategy that linked a candy that’s been around since the 1960’s to a social media campaign that required “likes” to gain access and views. This rejuvenation of the Starburst name and the concept behind the VEVO Go shows caught my attention instantly.