Mentos hired us to help make the brand relevant again with their core target of young people ages 13 – 21. With a tiny production budget and no media budget ($0), we set out to create a program capable of reaching and engaging a diverse and increasingly elusive audience. During the summer of 2007, with Mentos we hired an intern to share with the world. Weekdays from 9-5 Trevor worked in Mentos headquarters and his every move was broadcast live via webcam. On-line visitors could schedule his time and give him work to do, chat with him over IM, email him and even call him with requests.

At launch a press release was distributed to various publications announcing the project. To spread the word Trevor had a YouTube page that was updated daily, a blog, Myspace and Facebook accounts and a flickr stream.