Monday, July 11, 2011

Stride Chewing Gum - Be Ridiculously Long Lasting


Stride Chewing Gum - Be Ridiculously Long Lasting
Stride Gum bills itself as 'ridiculously long-lasting' & their new campaign capitalizes on that tagline.  They developed 100 challenges & corresponding teaser videos for the campaign, which challenges consumers to break 100 records over the next 100 days.  After the 100 days expire, the 100 record-breakers will each win $500 in cash.  Each teaser video is uploaded to Youtube, Facebook & the Record Setter website with strong integration between each of the three platforms.  The challenges are basically funny human tricks (ie. Longest Time Kicking One’s Own Butt or Most Armpit Farts In 15 Seconds).  One twist, if you break the record in the teaser video, you actually become the legitimate world record holder for that challenge as all uploads are submitted via the Record Setter website which has various criteria and is a database of various random world records.  That said, it's a shame they didn't use Youtube as a platform for submissions, but that may have been a criteria from Record Setter.

The bulk of the daily activity takes place via Facebook (again a shame), but overall a great example of a campaign which encourages repeat visits and continuous engagement while also creating a competition with a relatively low barrier to entry.

Supporting Articles: AdWeekCreative Review | Mashable