Stride isn’t just the most ridiculously long-lasting gum, it’s also ridiculously loved the world over. So just how do you convince people to switch to a new upgraded version when the gum they love is just as good? Simple, by making their friends do it for them.
To launch Stride 2.0 we created our very own Tipster Program. Headed up by one of the bumbling Stride Marketers and an Intern, people we’re encouraged to tip us off to their friends who haven’t upgraded to Stride 2.0 by way of Facebook. Their reward? A free pack of gum and an entry to win a trip to the Much Music Video Awards. To encourage tipping we created a series of wild postings, billboards and videos that parodied “Uncle Sam” recruitment posters.
The results? We created an army of Stride Marketers with the fan page growing from about 8,000 to 80,000 fans in just weeks. Oh yeah, and six super fans got to have the most ridiculous time ever at this year’s MMVAs. Not too bad for some homemade recruitment posters and handycam videos if we do say so ourselves.