Stimorol, a chewing gum brand, wanted to target Millenials with the campaign ‘Dare To Open Your Mouth’, a packtivation with flirty pick-up lines on the wrapping to make people engage with the brand. In order to generate awareness around their campaign and new packaging, Stimorol partnered with Black Box Revelation, a famous Belgian rock duo, to give away free concert tickets with meet-and-greet.
Black Box Revelation featured in a call-to-action video inviting people to participate in the contest. In order to win, fans had to submit their best pick-up lines. The band picked the winners by selecting the quotes they liked best. The campaign used social, display and video ads to generate 2M impressions per week during the nine-week campaign window.