Stride Gum Integrated Campaign / Writing, Strategy (spec)
March, 2012
March, 2012
An integrated campaign to launch Stride Gum's new brand story"nonstop nonsense" to its primary audience of teens. Created by a team of two (art director and writer) for the 2012 Young Ones Competition.
Using the tagline "stick your nonsense where it belongs," the campaign revolves around photo-bombing -- leveraging the popular social activity of photo sharing. The campaign launches through an experiential marketing event using augmented reality, while a Facebook app allows people to upload photos of their friends to photo-bomb with an assortment of humorous characters.Satirically photo-bombed print ads drive visits to the Facebook page.
Using the tagline "stick your nonsense where it belongs," the campaign revolves around photo-bombing -- leveraging the popular social activity of photo sharing. The campaign launches through an experiential marketing event using augmented reality, while a Facebook app allows people to upload photos of their friends to photo-bomb with an assortment of humorous characters.Satirically photo-bombed print ads drive visits to the Facebook page.
AFacebook app allows friends to photo-bomb each other, either with a cast ofStride characters or themselves.
Tolaunch the app, outdoor events are held in major cities. Passersby who havetheir pictures taken in a Stride photo booth are photo-bombed using augmentedreality. Their snapshots are then emailed to them along with a link to the app.
Printads bring to life the brand story of nonstop nonsense by photo-bombing mockversions of ads typically targeted at teens.
Onlineads invite users to click in order to see a photo-bomb.
In asecond phase, the most popular photo-bombers are invited to form a Stride“photo-bomb squad.” This group is granted access to high profile events inorder to photo-bomb celebrities and have their exploits shared via socialmedia.
Roles: Writer, Strategy
