Situation

Momentum was tasked by their client, Mondelez, to increase brand awareness and drive product trial for Trident, Stride, and Dentyne gum among millennials during the busy summer travel season.

Tactics

AMI researched and identified airports within the United States that have the highest percentage of millennial travelers during July and August. After analyzing all of our airport distribution methods, it was decided to execute this program with Hertz Rental Car Facilities and the promotion of “Phone, Keys, Gum, Ready!” launched in LAX, DEN, SFO, ORD, DFW, ATL, MIA, and MCO. Vehicles identified as most likely to be rented by millennials were given branded rearview mirror hangtags and branded key fobs, and passengers were given samples of Trident, Stride, and Dentyne gum. Once they had their phone, car keys, and gum in hand they were ready to hit the road with a smile on their face.

Results

Over 400,000 gum samples, 217,000 hang tags, and nearly 90,000 key fobs were distributed during the seven week program, resulting in over 1.7 million impressions. Passengers were thrilled with the samples, saying, “What an unexpected surprise and you made my day – thank you so much!” and “This is fantastic, and I love this gum. Can I have more?”

Mission accomplished!