Gum on the Run
Distribute half a million full pack samples of Mentos Gum across Great Britain
Get 16 to 34yr olds talking about the brand
Create a lasting dialogue with those sampled
Gum on the Run - a sampling campaign with more legs, literally
More than a standard sample-from-dump-bins activity "Gum on the Run" was a giant pack, dashing around nine cities across the nation. Teams of BAs sampled in its wake, conveying clear product messages.
Consumers, who are quick to snap and share images, were drawn to Facebook and Twitter by the chance to win daily prizes.
Online buzz volume up 335%
649,472 samples given out - 29.8% over target
Over 160,000 people reached on Twitter
2,817 Facebook likes
Improved brand regard
Reached a much wider audience than the number of samples put into consumers hands