#SamHasMentosGum

Meet Sam. An unsuspecting college freshman we hired to sample Mentos Gum on his campus. Or that’s what he thought. We upped the ante with a challenge: Hand out a pack of gum to all 43,000 students and Sam would get a year’s tuition. Oh yeah, and the school would get a free DJ Khalid concert. No pressure, Sam.

To create awareness for the challenge and the stakes, we executed 19 campus activations in six days.