The Pepto Star Video Contest was an online video content that turned a successful brand mnemonic — heartburn, nausea, indigestion, upset stomach, diarrhoea — into a creative challenge: come up with a unique way to sing the praises of Pepto-Bismol. In this viral contest, the brand set the stage and the consumers provided the show. The contest was a huge success with the results far exceeding the brand expectations. 99 consumer-generated videos were posted as contest entries with the top ten finalists receiving over 29,000 votes.