In a follow-up to last year's Mad Intense campaign, Stride Gum has released another five mini films, fronted by their megalomanic Marketing Director, Donald. Donald's always banging on about how Mad Intense Stride gum is, and this year is no different. He says and does things no other marketing director would dare, all in the name of his gum.
In this new series of vignettes, Donald shamelessly promotes the new Stride watermelon Sour Patch Kids flavour, as well as the mint range that contains the "legal powder" he coined as Cooling Dust.
Watch the films to see him in action - whether he's exploding a watermelon on his head, plucking a penguin out of the North Pole, or yelling at a performer dressed as a watermelon. Nothing can come in the way of Donald and his Mad Intense Stride Gum.
Get ready, things are about to get MAD INTENSE across the pond.
Our fresh new Stride campaign hits the internet today, making regular gum intensity look seriously dull in comparison. How? By daring to do things other brands shouldn’t, wouldn’t and couldn't.
And by hiring the world's best lawyer.
To introduce the concept of mad intensity, we packed all the shouldn'ts, wouldn'ts and couldn'ts of marketing into a series of online films. Two new Stride spokesmen are front and centre: Donald, the megalomaniac marketing director of Stride Gum who we revived from Stride’s early days, and Doug, the world’s best lawyer hired by Donald to allow him to say and do whatever he wants.
Whether it’s offering to give away bazookas with every pack, claiming famous dead people chew it, swearing or using a famous track as his theme tune without asking the artist’s permission… Donald wants to do it all, just to convey how mad intense his gum is.
The series includes a long form film, three 20’ films and one short, sharp and madly intense 8’ film aimed at mobile social sharing. There's also a whole load of other activity supporting the films, including display and online media, OOH and social activity across Stride’s channels.
Gumulon, the intergalactic, chew-controlled mobile game we created for Stridge gum, has been shortlisted for the SXSW Interactive Awards. Gumulon made it into a list of five finalists in the Experimental category, which highlights "cutting-edge and trend-setting works pushing the envelope and challenging our perceptions of what’s possible". As you can imagine, we're geeking out over here.
Our digital strategist Matt Simpson talks about the chew-controlled app we created for Stride gum, Gumulon, in a special report on smartphone games as brand promotion tools in the Telegraph's business technology supplement this weekend.
Last Wednesday, after a worryingly slow
taxi journey through central London, W+K digital strategist Matt Simpson and I made it to the Internet
Advertising Bureau HQ with a few minutes to spare before the start of the
Creative Showcase Award seminar. Matt had been invited to collect an award for
Stride Gum’s new chew-controlled iPhone game, Gumulon, created by Wieden+Kennedy. As the seminar was
celebrating four months' worth of creative campaign winners and runners up, as
selected by a team of senior creative judges, I was lucky enough to see
presentations on some of the best digital advertising of 2013.
Matt gave an animated presentation that
explained the three main stages of the process of creating Gumulon. The
presentation was very well received by the audience, except one member who
caused a bit of a stir by interrupting Matt to ask what the readership of
Stride was…’Umm, it’s a gum…’
Having downloaded the game and played it several times, which involved chewing my gum extremely vigorously on the tube
home, I particularly enjoyed Matt’s demonstration of how the game works (on a
non-existent phone) and seeing how silly I must look when I play it. But that’s
the point that Matt made about the brand; it celebrates people who boldly do
their own thing, and Gumulon definitely lives up to this value.
Matt was presenting alongside three other
award winners: Glue Isobar’s new Pringles ‘Fan vs. Flavour’ campaign, R/GA
London’s new Getty Images ‘The Feed’ campaign, and Maxus’s new Mercedes
‘#Youdrive’ campaign. My personal favourite out of these three was the Pringles
campaign as I think it best captured the essence of the Pringles brand value of
All in all, attending the seminar was a
really interesting experience that gave me a great insight into the production
of creative campaigns.
Download Gumulon here and try chew-controlled gaming for yourself.
Fridays are always pretty cheerful days, but today just got even better. The chew-controlled game we created for Stride gum, Gumulon, has won first place in the Internet Advertising Bureau's Creative Showcase Awards for July.
The Creative Showcase Awards celebrate creativity and innovation in digital advertising in the UK, choosing a winner and two runners up each month.
Kristin Brewe, IAB Director of Marketing & Communications, said: “Wieden+Kennedy’s terrific Gumulon campaign for Stride represents some ‘out of this world’ creative thinking by immersing players in the amazing adventures of Ace. This is a great example of rewarding product engagement through mobile apps and social sharing, something any brand should ‘chew on’ when evaluating how to work well in two of consumers’ favourite engagement channels—mobile and social.” Read more here.
Oh and if you haven't given Gumulon a spin yet, head on over to the App Store and download it for FREE.
Over the past 12 months we’ve been on a
journey with Stride gum. A long, chewy journey.
We’ve explored the outer galaxies,
pioneered new technology, created a new reason to chew and discovered a new
alien race. We’re now at the end point of this epic voyage, which is
appropriately situated at the bottom of a deep space mine.
The purpose of this interstellar
To fuse Stride gum and video-gaming together in perfect harmony.
Hello there, and welcome to Gumulon.
Available today, free (FREE!) on the App Store,
Gumulon premieres groundbreaking chew track technology, allowing players to
control a free flowing game solely by mastication. Yes, it’s a game you control
by chewing Stride gum.
Gumulon sees you play as Ace, a renegade
alien miner who unintentionally awakes a terrifying subterranean monster. The
aim of the game is to escape from said monster, saving other miners along the
way, by jumping Ace up the deepest mine Gumulon has to offer.
Via the front facing camera of an iPhone or
iPad players use their mouths to control the intergalactic action. You chew,
With Gumulon we didn’t want to just create
a throw away branded game. We wanted to create a new experience, with Stride at
its core, that players would want to return to over and over again.
This meant starting from scratch and
building our own software to make chew tracking a reality. For this we needed a
partner, enter Johnny Two Shoes. Chew-controlled gaming. Not a trick, is it?
An indie games studio of incredibly high
quality, their hard work on the project has helped to create a game we’re all extremely proud of. We hope you enjoy it
Also, a massive shout out to super-producer Dom Felton (#MajorBlazer) and creative
tech Will Hooke who have sacrificed their ability to be in same room as each
other to make this happen. Thanks guys.
There will be more Gumulon chat here in the
near future but at this very moment in the space-time continuum it’s your duty
to go and save Ace. Download the game here.