Stride Gum wants to reposition as "non-sense" and create brand loyalty in teenagers. My big idea is to create an interactive campaign where teenagers can interact through the mobile app and social media sites. The mobile app has three main characters that in their own voice response non sense answers to whatever the user asks. Each character creates a network where teenagers interact and add videos, photos and even dares. Social media sites are used as a way to recognized the user and make them feel understood by Stride.