1 FRESHMAN
6 DAYS
43,000 MENTOS
During the first week of school at the University of Wisconsin, Madison, Mentos recruited freshman Sam to hand out 43,000 packs of Mentos Gum to 43,000 of his closest friends for a product launch. Creating stories for all of the activations, Mike wrote and directed 25 videos that were uploaded to every social media channel in existence. This global activation redefined Mentos’ marketing and the campaign was a major success as Sam gave out all 43,000 packs of Mentos. Sam became a social media star while Mentos garnered millions of impressions and millions in sales.
Mike Goldberg: Executive Creative Director/Writer/Director
THE CHASE
MASCOT
GAUNTLET
CHEERLEADERS
FACEBOOK
TWITTER
