Mentos wanted to extend the reach of their Spider commercial where a young man was beaten up by a spider. Fans wanted in on the action, and we wanted to reach more of our young, mobile-savvy, casual-gaming audience. The best way to do it was with an iPhone app. We put together a game where you can fight six unique spiders. The game has training modes to get you stronger and increase your odds. The app reached number 4 in the App Store the weekend it launched and hit over 2m downloads at launch and has logged over 12m minutes of gameplay to date.

Mass market television drove the campaign. In the television, a spider beat up on a young man. Fans told us they wanted to try, and so the medium and the message lined up perfectly. People saw the commercial and downloaded the game by the millions.

We hoped to get a couple hundred thousand downloads. The app reached number 4 in the App Store the weekend it launched and hit over 2 Million downloads at launch and has logged over 12 million minutes of gameplay to date. Sales increased and coupon redemption was healthy. And maintaining a high position in the App Store has helped us to continue to gather new customers.