If you're a chewing gum brand, the latest trend is to put online a site that takes consumers "inside your factory". After the Trident (Europe) brilliant example a few months ago, now it's Stride Gum's turn to open the doors of its production facilities.

As you can easily expect, the site is all about branded entertainment, with quite a lot of content to explore if you have some time to waste (and this can be the case today, since it's Friday...). I especially enjoyed the Ping Pong Factory Challenge...

I don't think (but maybe i'm wrong...) the point of the Stride website/campaign is to visit their factory, it is part of an intergated campaign based on the longlastingness of the chewing gum : their chewing gum last so long that The Stride guys are getting out of business (and are trying to kill time some way or other, hence the stupid games on the site).The ad agency stretched the longlasting promise to the point of exhilarating absurdity.This is an excellent integrated campaign.

Posted by: christian at August 2, 2007 06:45 PM