Our strategy was to fully integrate ourselves to TARC, namely by creating exclusive content during and around the show.

-Every show began with a 30 second “The Amazing Race Canada Refresh, brought to you by Mentos,” a recap of the previous episodes.

-We also created a 4-minute challenge dedicated to Mentos. Contestants, while in Paris, had to recreate an art piece by Bastek using coloured Mentos on a punctured canvas. The artist himself oversaw the results.

-Exclusive content was aired on eTalk, a Canadian entertainment news program.

Our partnership generated great brand awareness:

o The 3rd most memorable TARC challenge of the season, out of 36 overall.

o 60% of viewers remember the Mentos challenge

o 86% of them appreciated it

o 2X the intent of purchase for show audience

It also lead to amazing web traffic:

o 492,991 visits to the site

o 415,919 completed games

o 169,758 unique participants

o 65% of visitors returned to the microsite

o 476% increase of Facebook engagement

Most of all, we exceeded our goal with an amazing 15% increase in Canadian sales while TARC was airing.