“Truth or Dare” is a wildly popular game among teens in the U.S. and has been for many generations. The way it works is one person asks another to pick: Truth – and they have to honestly answer a question, or Dare – and they have to take on a challenge, both as wild the asker’s imagination.

Our idea was to create daring original experiences inspired by the brand’s personality that would serve as the centerpiece to our 2016’s Truth or Dare summer campaign and amp up teens’ interest in 5 Gum. We would reinvigorate the traditional Truth or Dare game into an exciting, mass experiential event. And, through daring, original digital and social content inspired by the game, we could get teens talking about the brand and buy more 5 Gum.

We called our experiential event and content idea “SMOSH Live,” and announced it at VidCon, where SMOSH stars accepted 5 Gum’s dare to do a live show with studio audience. Fans took on challenges alongside talent at our huge 5 Gum Truth or Dare on-site activation that we captured on GoPros and shared via animated GIF generators. Participants received a link to share their content on social media and enter a VIP contest to attend SMOSH Live.

Throughout summer, we pushed multiple short-form SMOSH Truth or Dare game play videos in social posts to highlight our VIP contest and live show count down with earned PR amplification.

3 months later, SMOSH went live. Streamed with a studio audience on YouTube, the high-energy comedy spectacular showcased comic routines, 5 Gum challenges, an epic ‘live dare’, fan interaction via social and live 5 Gum Truth or Dare “commercial breaks” starring SMOSH talent.

During the program’s timing, 5 Gum saw better sales trends than the category, especially at convenience stores. In total, the full show and sketch videos gained more than 7.5 Million views, including our 5 Gum live commercial video. Within just three days, the live show was viewed over 1.4 Million times and generated 225,000 comments and 87,000 social engagements. 5 Gum dominated share of category conversation on social media throughout the four month period and brand sentiment in conversations related to our content was 99% positive.

We took ‘Truth or Dare’, a favorite game of Wrigley 5 Gum’s young audience, and reinvigorated it as an experiential event; with mass reach via shared original branded content, live digital streaming, social media and earned PR amplification.

Truth or Dare Live showcased the brand’s personality and reconnected it with young millennial consumers. During the campaign, 5 Gum saw better sales trends than the category, especially at convenience stores, and massive positive brand sentiment in social conversations.

Our approach was to recruit social media influencers and talent from YouTube and build on the Truth or Dare platform. Naturally we chose YouTube as the place to connect with our audience of teens.

We teamed-up with YouTube comedy sensation ‘SMOSH’. With 40 Million YouTube subscribers and 39 Million social media followers, this opened up a massive audience of 5 Gum’s target. And we dared to be different by taking SMOSH from a pre-recorded sketch comedy show to a live show extravaganza, infused with social interaction and 5 Gum’s characteristic truth or dare challenges.

Our strategy included live streaming the event and distributing exclusive, branded content via YouTube. We would use social media and earned PR to amplify the event announcement and drive viewership and fan interaction. And we would take on marketing and production risks too, making the stakes even higher.

In 2014, 5 Gum had an idea to take the essence of the popular game “Truth or Dare” and bring it to its gum packs. By transforming foil wrappers into games of Truth or Dare and encouraging consumers to play a pack, 5 Gum was able to break through to young Millennials. Highly successful at the onset, three years later, the brand’s platform was in need of a refresh.

Our task was to help 5 Gum reconnect with young adults and teens through the Truth or Dare platform to drive conversation and ultimately convenience store sales.