Audiences 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 1,000,000yen award was given to the entrant with the most views.Because entrants told others about the contest via blog/face to face, naturally acknowledgement of the campaign spread through WOM.

- 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 4months, over 2000% of the average sales speed.