Upon sales launch of Lotte's new gum Fit's, we were requested to construct a campaign that would create Buzz amongst 20-29 years old audience, and increase product recognition. Using the "Fit's chewy gum Dance" created for the TV commercial of the product, we launched a "Lotte Fit's Dance Video Contest" campaign in which the winner with the most viewed original chewy-gum dance video received a 1,000,000 yen award.

Audience were called upon to enter a Dance Video Contest on Youtube.

To enter, users were told to post their own original versions of the Fit's chewy gum dance.

A 1,000,000 yen award was given to the entrant with the most views. Because entrants told others about the contest via blog/face to face, in order to maximise views,naturally acknowledgement of the campaign spread through word of mouth.

- Total number of Views on Youtube: 35,000,000- World's most viewed TV commercial video posted on Youtube Brand Channel- 30,000,000 gums sold within 4 months, over 2,000% of the average sales speed.