The New Mentos Up2U Ad Campaign Gets Interactive
Jordan Sowunmi — May 21, 2011 — Marketing
The new Mentos Up2U ad campaign seeks to provide consumers with a a two-flavored pack of gum and get the public's opinion on which flavor they prefer.
In addition to television and magazine spots, the Mentos Up2U campaign also has billboards around Chicago urging consumers to call 1-800-304-UCHOOSE. The call then goes through a series of questions that seems to have little to do with the Mentos Up2U gum. Some highlights from the ridiculous questions include "Where do you think grandpa is hiding?" and "What is a good name for a mongoose farm?"
By the end of the question series, the voice states, "Thank you, friend, for your choices and the hard work you put into choosing all of them. After analyzing your responses, it appears that Mentos UP2U gum is the perfect gum for you. Please buy some and visit us at facebook.com/up2u."
This is the first step of a multitiered, heavy social media marketing campaign for the MentosUp2U gum. If the rest of the ads in this campaign are anywhere as funny as those that have already been released, we're in for a treat.
In addition to television and magazine spots, the Mentos Up2U campaign also has billboards around Chicago urging consumers to call 1-800-304-UCHOOSE. The call then goes through a series of questions that seems to have little to do with the Mentos Up2U gum. Some highlights from the ridiculous questions include "Where do you think grandpa is hiding?" and "What is a good name for a mongoose farm?"
By the end of the question series, the voice states, "Thank you, friend, for your choices and the hard work you put into choosing all of them. After analyzing your responses, it appears that Mentos UP2U gum is the perfect gum for you. Please buy some and visit us at facebook.com/up2u."
This is the first step of a multitiered, heavy social media marketing campaign for the MentosUp2U gum. If the rest of the ads in this campaign are anywhere as funny as those that have already been released, we're in for a treat.
Trend Themes
1. Interactive Advertising Campaigns - Brands are taking advantage of technology to engage consumers and gather feedback on their products, opening opportunities for new ways of advertising.
2. Personalized Marketing - Businesses are leveraging consumers choices and preferences data to create personalized marketing experiences, leading to increased brand loyalty and sales.
3. Humorous Ad Campaigns - More brands are incorporating humor in their ad campaigns, resulting in increased engagement and viral potential in social media.
Industry Implications
1. Marketing and Advertising - The incorporation of technology and personalization in ad campaigns creates opportunities for innovative ad formats and targeting strategies.
2. Consumer Goods - Consumer goods companies can benefit from creating interactive and personalized marketing experiences for their products that can lead to increased sales and customer loyalty.
3. Social Media - Humorous ad campaigns that are quirky and relatable can lead to brands generating an increased social media following and engagement.
3.4
Score
Popularity
Activity
Freshness
