Music, especially EDM, delivers the vibes our audience craves. So to associate 5 Gum with life’s most thrilling moments, we hid a once-in-a-lifetime rave in plain sight and dared fans to find it. Our secret rave featured one of the world’s most famous EDM artists, Zedd, playing his smallest show ever— a real NYC bodega. Fans had to decipher clues on social for weeks eading up to the show to become one of the first 25 to find the limited-edition, glow-in-the-dark 5 gum x Zedd packs at the venue—their only ticket in.​