TAGS: Brand activation / Word of Mouth / Data generation
Mentos implemented a campaign to activate the new Pocket Bottle of Mentos Chewing Gum. The target group was invited to order a free Mentos Pocket Bottle and personalise the label. Within two weeks people receive their personal Mentos package!
CAMPAIGN SETUP
Icemedia developed a tool that encourages consumers to show the new Mentos Pocket Bottle. The target group can design a personal Mentos label with an own photo and a personal text via mentos.nl. Mentos provides the target group here with a tool to start conversations about the new Pocket Bottle and Mentos. In this way word of mouth is stimulated and the new Mentos Chewing Gum is promoted by the targetgroup itself. To start up the viral effect of the campaign an e-mail shot has been sent out. Icemedia did the creation and implementation of the order website, the Pocket Bottle labels, the e-mail shot and the handling.
OBJECTIVES AND TARGET GROUP
• Target group: Boys and Girls between 15 and 25
• Activate the new Pocket Bottle within the target group
• Create word of mouth around the Pocket Bottle and Mentos
CAMPAIGN RESULTS
The campaign of Mentos was very successful. More than 10,000 Mentos labels were ordered via the Mentos activation website. Almost 50% of the labels were personalized by consumers with an own picture.
Triggered by this example of a successful Word of Mouth campaign? Contact us and find out what we can mean for your brand (phone: 0031 (0)20-4160137).
CAMPAIGN LINKS
Order website: www.mentos.nl
Screenshots Mentos order website
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