Chantelle Pang
Jul 21, 2011

Starcom MediaVest builds on Wrigley's branded content partnership

BEIJING - LiquidThread, Starcom MediaVest Group’s business unit for branded entertainment, has extended its partnership with Wrigley for another Doublemint branded entertainment initiative, following a gameshow collaboration which premiered earlier this year on Jiangsu Satellite TV.

Starcom MediaVest builds on Wrigley's branded content partnership

Titled Doublemint Divine Encounter, the newly-launched 12-episode variety shown will be shown on Zhejiang STV.

The programme will be televised every Thursday for 12 consecutive weeks, and each 70-minute episode of the variety show will see host, celebrities and contestants pairing up to overcome challenges, culminating in an overall winner. Promotion of the programme will run concurrently on Shejiang TV’s official website and all popular BBS forums.

“The Doublemint...

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