Stride's Face the Cow Competition Seeks the Best Chewer
Kevin Young — May 15, 2012 — Marketing
References: stridegum & ibelieveinadv
Stride is known for its long lasting taste of gum and has created an online competition called 'Face the Cow' to seek the best chewer.
Stride customers can retrieve a code on a pack of purchased gum and enter it on to the website to be in a competition to see who can beat out a cow in chewing. Cows are known to be gentle animals munching on grass non-stop, chewing for what seems like their entire lives. Stride strives to find its chewing champion who can mush food like a cow by holding a video competition online. Competitors are required to not move and continually chew while being recorded. The best chewer will win and be featured on Stride's site.
This is a quirky and clever way of advertising where Stride incorporates public interaction to get more attention to its product.
Stride customers can retrieve a code on a pack of purchased gum and enter it on to the website to be in a competition to see who can beat out a cow in chewing. Cows are known to be gentle animals munching on grass non-stop, chewing for what seems like their entire lives. Stride strives to find its chewing champion who can mush food like a cow by holding a video competition online. Competitors are required to not move and continually chew while being recorded. The best chewer will win and be featured on Stride's site.
This is a quirky and clever way of advertising where Stride incorporates public interaction to get more attention to its product.
Trend Themes
1. Online Competitions - Creating online competitions to engage with customers and generate buzz around products or services.
2. Customer-generated Content - Involving customers in creating content that promotes a brand or product to increase brand awareness and engagement.
3. Quirky Advertising - Using unconventional and humorous advertising strategies to capture attention and differentiate from competitors.
Industry Implications
1. Confectionery - Exploring ways to engage customers through creative promotions and contests in the confectionery industry.
2. Social Media Marketing - Leveraging customer participation and user-generated content to enhance social media marketing campaigns.
3. Advertising - Incorporating humor and unconventional approaches in advertising to create memorable brand experiences.
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