Mentos Gum

#SamHasMentosGum

The Challenge:

Boost trial and awareness of challenger brand Mentos Gum with 18-24 year olds.

 

The Strategic Insight:

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.

The Idea: #SamHasMentosGum

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.

To create awareness for the challenge and the stakes, we executed 19 campus activations in six days.

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.

A new chapter will soon be added to the long history of brands that give their stuff away. It will be about Mentos.”

Adweek

 

 

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Results 

250 %

Increased unaided awareness by 250%

300 million

Earned more than 300 million impressions

2x

Doubled engagement on Facebook and Instagram

Not only did Sam make more than 43,000 fresh introductions for Mentos, he accomplished what most new students couldn’t do over four years—he met the whole campus.