For #SamHasMentosGum, a Single Freshman Gave Out 43,000 Packs of Mentos Gum
References: samhasmentosgum & adweek
Though the #SamHasMentosGum campaign boiled down to Mentos giving out free packs of gum to students at the University of Wisconsin, it was a lot more than the average free sample campaign. Rather than enlisting a squadron of university students to hand out the samples, Mentos picked a single student, by the name of Sam, to pass out all 43,000 packs on offer.
When he signed up for the campaign, Sam expected it to be something like the everyday brand activation on campus, but it turned out to be a viral stunt that put him on the hot seat. If he gave out every single pack, Mentos would bring in DJ Khaled to do a show on campus. Fortunately, the brand also gave him tools to succeed, with a team that would help him spread the word and, as the campaign puts it, "make fresh connections".
When he signed up for the campaign, Sam expected it to be something like the everyday brand activation on campus, but it turned out to be a viral stunt that put him on the hot seat. If he gave out every single pack, Mentos would bring in DJ Khaled to do a show on campus. Fortunately, the brand also gave him tools to succeed, with a team that would help him spread the word and, as the campaign puts it, "make fresh connections".
Trend Themes
1. Viral Marketing Stunts - Opportunity for brands to create buzz and engage with audiences through unconventional and attention-grabbing campaigns.
2. Influencer Marketing - Utilizing influential individuals to promote and distribute products, creating organic and relatable connections with target consumers.
3. Brand Activations - Creating immersive and interactive experiences that generate excitement, awareness, and positive brand associations.
Industry Implications
1. Confectionery - Disruptive innovation opportunity for confectionery brands to leverage viral marketing stunts and influencer marketing to increase brand visibility and engage with younger demographics.
2. Event Planning - Opportunity for event planning industry to assist brands in creating unique and memorable brand activations, harnessing the power of experiential marketing.
3. Music and Entertainment - Potential for music and entertainment industry to collaborate with brands in organizing performances and talent appearances as part of experiential marketing strategies.
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