Erlanger, KY — Promoting its Mentos Gum line, Perfetti van Melle USA, Inc. hosted a call for a brand ambassador at the University of Wisconsin (UW)-Madison to handout 43,000 bottle packs for the chance to win a free concert by DJ Khaled on campus, the company reports.
Held during the university’s Welcome Week, UW-Madison freshman Sam Jeschke was selected to complete the sampling task, and his work was filmed for microsite samhasmentosgum.com and shared on the brand’s social media sites. He was chosen from hundreds of applicants and during the final in-person interview a photo was taken of Jeschke, unbeknownst to him, and was used in the nationwide campaign.
“Thanks to Sam, Mentos Gum is thrilled to bring DJ Khaled to the University of Wisconsin-Madison to celebrate this impressive accomplishment,” says Sylvia Buxton, vice-president of marketing for Perfetti van Melle North America. “The #SamHasMentosGum challenge proved that even at a time when we’re happy to hide behind our smartphones and resort to social media for human interaction, a gesture as small as sharing Mentos Gum is really all it takes to connect with someone.”
DJ Khaled will perform at the University on October 30, and the free concert is exclusive to UW-Madison students, according to the candymaker.