Boost trial and awareness of challenger brand Mentos Gum with 18-24 year olds.
Making fresh connections is a simple as sharing a piece of Mentos Gum. There’s no better time to prove this than college move-in week.
Meet Sam. An unsuspecting college freshman we hired to sample Mentos Gum on his campus. Or that’s what he thought. We upped the ante with a challenge: Hand out a pack of gum to all 43,000 students and Sam would get a year’s tuition. Oh yeah, and the school would get a free DJ Khalid concert. No pressure, Sam.
Music mogul DJ Khaled turned into Sam’s biggest cheerleader. His social posts, interviews with A-list entertainment media and a national contest to attend the concert made sure what happened in Madison didn’t stay in Madison.
Increased unaided awareness by 250%
Earned more than 300 million impressions
Doubled engagement on Facebook and Instagram