When we were developing our latest Stride campaign, we started thinking: ads are expensive, so why don't we get people to make some noise about the brand for free?
Together, we decided to shun traditional media and take Stride's mad intense approach to marketing up a few notches. How? By bribing teens into shouting about Stride's gum. You could say we've taken the concept of “word of mouth” advertising quite literally...
So earlier this week, we made some mischief in Minneapolis by unveiling the ridiculous Shout for Stride vending machine, which dished out freebie packs in exchange for some gutsy behaviour and serious volume.
Not only that, but we drafted in three major online influencers (Brandon Bowen, Marcus Johns and AlliCattt, L-R above) to control the machine and share some behind-the-scenes clips of the ensuing mayhem on Vine and Snapchat with their millions of followers.
All people had to do to get a free pack of Stride was shout awkward phrases displayed on the machine’s screen into its giant green ear. Teens queued up to holler at the machine, shouting things like ‘I WISH MY TONGUE WAS GUM’ and ‘STORM MY CASTLE AND BRING ME STRIDE’ and the boldest and loudest were rewarded with packs of Stride's minty gum.
Hundreds of people gathered for the grand finale at one Minneapolis’ most famous landmarks, the Mall of America, to see the influencers in person and gather for one huge group shout. A shout so loud it sent the machine into overload, showering gum over the whole crowd.
Check out Marcus Johns and Brandon Bowen's Snapchat stories (search usernames "mxjx" and "brandonfromvine" in the Snapchat app) to see more from the day.