MERRY STRIDE-MAS!

By Kyung Hoon Kim

Stride-Gum’s Brand Color• Everyone chews gum!• Stride-Gum’s ads aiming older audience now younger audience

• Tone of the brand changed drastically • Very Active on Facebook: focused as friendly

community• Interactive with their customers • Shaun White (known as fun, athletic, punk,

talented snowboarder) as their new model.

Stride-Gum’s New Campaign

•Mintacular Gum Campaign: Stride’s newest marketing/advertising campaign• A funny spoof campaign for the Mintacular products•Mocking the whole concept of Apple’s product launch videos•They emphasize on on the:

- Bright white background- Self-congratulatory music,- Documentary Style interviews- Manger-looking men with black t-shirt resembling Apple’s theme.

•http://www.youtube.com/watch?v=4-oe9AIYiiU

Merry Stride-Mas• The new digital strategy by Stride-Gum should take full advantages of these new brand concept

• And here I introduce: Merry Stride-Mas!!!

• Seasonal interactive digital strategy

• Includes Social media, internet marketing, mobile strategy.

• Color is fun, creative and young!

How Merry Stride-Mas Works• It is a young, fun and creative interactive advertising campaign

• Consumers are going to design the gum packages themselves with the theme of Merry Stride- Mas

• They will share through internet website and social media to see who wins the most votes online

Merry Stride-Mas Steps!

• The campaign it self will be spread out through social media: Facebook

• Stride Gum is very active on Facebook

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• It will go viral on Facebook and attract people’s attention

• Links on the Facebook post will redirect to the actual campaign website

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• At the campaign website, you can post picture/video of your Merry Stride-Mas package design.

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Merry Stride-Mas Steps!

• It will give you an unique link where you can post on social media to win votes from your friend and other people online.

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• Votes will be ranked on the campaign website live.

• Person with the most votes win

• Mobile app access available

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• Winner wins 2 prizes1.Mass-production with your package design for Dec.

2.An offer from Cadbury Adams as a Design Specialist

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Why will this be successful?• Young demographic was born into a technological society

• They are highly involved with social media.• It is spreading to the older generation to be highly involved in social media.• The Merry Stride-

Mas will be very hot within the social media

• And this interactive advertising campaign will cause a tremendous marketing effect to the brand of Stride-Gum

• Google Adword Advertising is a key to this marketing tactic

Budget• Google Adwords: CPC (Cost Per Click)• Put in a monthly charging limit• ‘Stride Gum’ has global average of 14,800 searches

monthly• ‘Chewing Gum’ has 550,000 searches per month• Strategy is to allow ‘Stride Gum’ search up to 25,000

and bid up to $.50 per click $12,500 monthyl $150,000 annually

• Digital agency: $250 an hour $40,000 overallVestibulum ante ipsum primis in faucibus orci luctus et una.

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How will you know it was successful• The Merry Stride-Mas campaign is interactive advertising campaign that will increase the brand awareness, increase the sale and help the brand image to be more fun, young and creative.

• The accomplishment of the campaign could be checked lively through Socialmention.com. (social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services)

Thank You