Global Social Media Activation For Gen Z
DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
During the first week of school at the University of Wisconsin, Madison Mentos recruited freshman Sam J to hand out 43,000 packs of Mentos to 43,000 of his closest friends to introduce a new Mentos product. The challenge was how to transform the local event into a global outreach. Mentos targeted college students who were highly active on social media. As Sam handed out product at each of the 31 activation sites on campus he started to build a local celebrity status. By creating fun and heartfelt video stories of Sam engaging with students he became a likable character which easily translated on social media. Mike wrote and directed 25 videos for every social media channel for this global activation that redefined Mentos marketing. The campaign was a major success as Sam gave out all 43,000 packs of Mentos and garnered millions of impressions building an audience and also gained millions in sales during this short period.