• by April 13, 2010

The makers of 5 gum are unveiling two new flavor experiences, 5 React Mint and 5 React Fruit. To celebrate, it is partnering with this weekend’s 11^th Annual Coachella Valley Music and Arts Festival in Indio, Calif., to host a live webcast of the event.The company’s digital approach to unveiling its newest flavors is designed to create a unique experience for every consumer by giving fans exclusive access to today’s hottest musicians and trend-setting artists, says its release. It includes custom viewing applications at Facebook.com/5gum and MySpace.com/5gumwebcast.

There, consumers will find personalized itineraries and set lists for the live webcast; three live steams, including one in high definition, exclusive backstage feeds, and artist interviews; and, beginning May 3, photo galleries, archived performance footage, exclusive on-demand artist interviews and complimentary music downloads.--Nina Lentini