Mouth to Mouth

To bring the swagger back to the Dentyne brand, the Hive created a campaign under the title “Prepare Your Mouth For Action”.  We developed five Dentyne ‘Action Packs’ with augmented reality markers. These packs, along with in-store displays, online banner ads and pre-roll videos, drove consumers to Dentyne.ca where consumers could bring their action packs to life with augmented reality and prepare their mouths for action.

Visitors to the augmented reality section of the site practiced their ‘Mouth-to-Mouth’ skills with attractive augmented reality models and had the chance to win up to $25 000. Visitors to the tutorial section could watch five flavour-specific kissing techniques and earn their Mouth-to-Mouth Certification: a badge they could post on Facebook to tell their friends that their mouth was officially ‘Prepared For Action.’

The Hive also created a Facebook contest where people could “Prepare a Pack of Pals for Action”. Facebook users were encouraged to fill any or all of the five Dentyne Action Packs with eleven of their friends, and submit it into the random draw. At the end of the contest, all twelve friends in the winning pack were prepared for action with a year’s supply of Dentyne gum.

Why We Did It

In order to get Dentyne back on consumers’ radars, we needed to do more than just tell people to “Prepare Your Mouth For Action.” We needed to give people the tools and resources to do so. From the actual Dentyne Action Packs that let people practice their Mouth-to-Mouth skills on augmented reality models, to the tutorials that helped people improve their techniques, to the Facebook contest that gave one lucky winner and their pack of pals a year’s supply of Dentyne gum, it’s safe to say that there are now more mouths, more prepared, for more action.

What Happened

Over the course of the campaign, Dentyne.ca picked up more than 1,000 Facebook fans per week. There were 272,000 contest entries, 84,000 unique visitors and a total of more than 1.1 million page views at Dentyne.ca. Moreover, the average time spent on the site was close to 8 minutes (roughly 12 eons in interweb time) and sales of Dentyne increased 8% as a direct result of the campaign.