Tell Trevor to jump in a lake.
Right now you can go to MentosIntern.com and see Trevor. You can give him a task. You can make him do stupid things. And he will do it, live and on the web.
Fun, fun, funny. Mento’s knows how to cultivate and participate in a consumer fad better than most.
It’s a great stunt, but what makes it all the better is that they get all the viral best practices right: Videos are sharable on YouTube, there is a blog, MySpace and Facebook profiles, tell-a-friend forms, etc. They invested in a clever site … and then made sure that anyone who wants to participate can do it wherever, however they want.
When the crazy Mentos/Diet Coke fad hit, Mentos jumped in and started supporting and promoting it. Coke hesitated. Mentos got a ton of publicity and brand promotion, virtually for free.
The lesson: When real consumers are having fun with you, join in.
More: ChiefMarketer Magazine