Naughty Neon: Animated micro-videos to show how the freshness of Dentyne Rush translates into bolder, more confident moves.

We took advantage of special dates when people acted bolder than usual (such as New Year’s Eve). And we also engaged our target directly, by transforming their tweets into suggestive Naughty Neon signs.

734, 912 users were reached.

One tweet from the campaign had 1, 337% more impressions, and a 486% higher engagement rate than Dentyne’s most successful brand tweet before the campaign.