Amazing Contest - Mentos

Objective

Mentos partnered with The Amazing Race Canada, the summer's most-watched television program, to build brand awareness and drive engagement among a young, adventure-seeking audience. The campaign aimed to create memorable brand associations through integrated TV sponsorship and an interactive digital contest that extended the show's excitement beyond the broadcast.

Solution

The campaign integrated a 30-second Mentos sponsor refresh at the start of each episode, plus a four-minute on-show challenge filmed in Paris where contestants recreated an art piece using colored Mentos candies. A browser-based contest called The Amazing Journey Contest used Google Maps and Facebook Connect to create an interactive three-question quiz. Players collected up to three Mentos daily for chances to win one of three grand prize trips (valued at $25,000 total). The experience featured over 400 questions and hints, with a fully responsive design optimized for iOS and Android platforms.

Results

54% of viewers remembered the Mentos challenge and 93% appreciated it. Aided brand recall for Mentos as a sponsor reached 31%. The campaign was promoted across television, web banners, and an interactive website.