Bureau, New Delhi
Long ago, before the internet was invented, brands hoping to attract new customers cooked up the idea of handing out free samples. It remains a tried-and-true method for many brands today. Dunkin' Donuts and Krispy Kreme hand out free donuts on National Donut Day, for example. In July, 7-Eleven celebrated its 90th birthday by giving out free Slurpees for a solid week. And the legendary free sample tables at Costco are said to draw fans who can assemble an entire meal from the giveaways.
Mentos placed a tough-to-win challenge on incoming University of Wisconsin-Madison freshman Sam Jeschke, who is tasked with distributing 43,000 bottles of Mentos branded gum before the first day of class on September 6 in order to secure a free DJ Khaled concert on the campus along with a free year of tuition, per a press release.
To put the challenge into perspective, Jeschke will need to distribute 7,166 bottles of Mentos Gum per day, 298 bottles per hour and five bottles per minute to meet the goal. To aid Jeschke, the effort has a hashtag - #SamHasMentosGum - and a 26-foot truck full of gum. The 43,000 figure was chosen because it represents the number of students at UW.
The overall campaign asks people to visit the microsite, SamHasMentosGum.com, to offer Jeschke advice and enter for a VIP package to the DJ Khaled concert on the campus this fall. The website includes online content and a countdown of the bottles Jeschke has distributed along with a map showing where he is during the challenge. Social media influencer Sara Hopkins will document the challenge on Snapchat.
Mentos will get a TV boost as the title sponsor of the University of Wisconsin football team's televised season-opener on Friday, September 1, when #SamHasMentosGum will take over a raucous Camp Randall Stadium at the game televised on ESPN, according to the press release.
OOH activations are popular with marketers because of the opportunity to create wholly owned interactive brand experiences, David Krupp, CEO of Kinetic North America, previously told Marketing Dive. The trend is likely to continue as brands look for ways to deliver unique and authentic engagements.