Global Social Media Activation For Gen Z
DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
DP: JOSH HALVERSON
To introduce a new product, Mentos recruited college freshman, Sam to hand out 43,000 packs of Mentos Gum to 43,000 of his closest friends.The challenge was how to transform the local event into a global outreach. The solution was to launch an activation at the University of Wisconsin, Madison and target 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.
Mike created fun and heartfelt video stories of Sam engaging with students and he quickly became a likable and recognized character which easily translated on social media taking off globally. Mike wrote and directed the 25 videos for every social media channel that existed. The prize for handing out all 43,000 pieces? A free concert by DJ Khaled. The campaign was a major success garnering millions of impressions and also gained millions in sales in a matter of weeks.