The concept: with Trident Fresh you are always ready to interact. The notion of having only a couple of minutes to make a good impression led us to think of speed dates. Why not hold this type of event on the subway? Participants were selected on three fronts: online game, nightclub promoters and “Easter eggs.” The subway was mapped so that the dates would last approximately three minutes. The couples changed at every station. Those with the highest potential were scheduled to meet in the less noisy sections. We recorded 576 dates, which were made into 100 videos posted online.

Twenty-four cameras captured 576 dates, which spawned 100 videos. They were posted on YouTube and the promotion’s micro-site and reached over 370,000 views. Even though they haven’t been publicised for ten months, the videos are still registering sustained growth of 2% per day. Moreover, the promotion was the topic of at least 55 national and international posts, all of them speaking positively of it. What it yielded in spontaneous media was greater than the full amount spent on the project and Cadbury considered the initiative to be the company’s Best Marketing Initiative in South America.