Though the #SamHasMentosGum campaign boiled down to Mentos giving out free packs of gum to students at the University of Wisconsin, it was a lot more than the average free sample campaign. Rather than enlisting a squadron of university students to hand out the samples, Mentos picked a single student, by the name of Sam, to pass out all 43,000 packs on offer.
When he signed up for the campaign, Sam expected it to be something like the everyday brand activation on campus, but it turned out to be a viral stunt that put him on the hot seat. If he gave out every single pack, Mentos would bring in DJ Khaled to do a show on campus. Fortunately, the brand also gave him tools to succeed, with a team that would help him spread the word and, as the campaign puts it, "make fresh connections".
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