Stride is known for its long lasting taste of gum and has created an online competition called 'Face the Cow' to seek the best chewer.
Stride customers can retrieve a code on a pack of purchased gum and enter it on to the website to be in a competition to see who can beat out a cow in chewing. Cows are known to be gentle animals munching on grass non-stop, chewing for what seems like their entire lives. Stride strives to find its chewing champion who can mush food like a cow by holding a video competition online. Competitors are required to not move and continually chew while being recorded. The best chewer will win and be featured on Stride's site.
This is a quirky and clever way of advertising where Stride incorporates public interaction to get more attention to its product.