Kyung Hoon Kim ADV 420 Final PPT

1. MERRY STRIDE-MAS
By Kyung Hoon Kim

2. 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.

3. 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

4. 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!

5. 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

6. Merry Stride-Mas Steps!
• The campaign it self will be
1 spread out through social
media: Facebook
• Stride Gum is very active on
Facebook
• It will go viral on Facebook
2 and attract people’s attention
• Links on the Facebook post
will redirect to the actual
campaign website
• At the campaign website, you
3 can post picture/video of
your Merry Stride-Mas
package design.

7. Merry Stride-Mas Steps!
• It will give you an unique link
4 where you can post on social
media to win votes from your
friend and other people
online.
• Votes will be ranked on the
5 campaign website live.
• Person with the most votes
win
• Mobile app access available
• Winner wins 2 prizes
6 1. Mass-production with your
package design for Dec.
2. An offer from Cadbury
Adams as a Design Specialist

8. 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

9. 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 overall
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10. 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)

11. Thank You