SYNOPSIS OF A SOCIAL MEDIA PHENOMENA
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 Gum to 43,000 of his closest friends. This global experiential campaign was the initial launch to introduce Mentos Gum to the world. Mike wrote and directed 30 videos for every social media channel from Snapchat to TikTok to Facebook Live Streaming that redefined Mentos’ marketing. The campaign was a major success as Sam gave out all 43,000 packs of Mentos and garnered millions of views and millions in sales.
CREDITS
DIRECTOR: MIKE GOLDBERG
EXEC CREATIVE DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
DP: JOSH HALVERSON, RYAN BINGHAM
AGENCY: CROSSCUT
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