We decided to engage the user to experience the product in its right context: through a fun experience. We decided to transform the very act of chewing Trident into a 'fun token' which you could use to play a game and win a chance to meet Lady Gaga in person.

We developed a hardware controller that measured chewing action and via Arduino, transformed it into points you could score in the game. The goal was simple: chew to the rhythm of the music. The player who chewed the best score, wins.

During the week of promotion, 15,000 players experienced Trident Jam. Bloggers raved about the 'invention' and influenced the brand, turning it into the cool talk in town. During the month of the promotion sales grew by 18%.