THE DIRECT RESPONSE SOLUTION: A contest and infomercial rolled into one: A WINFOMERCIAL! In a semi-parody and semi-true fashion, we created a format that was true to Stride’s irreverent brand personality. We announced the renaming contest and drove traffic to the stridegum.com website, and simultaneously reminded people that the flavor of Stride gum lasts so long, no one was spitting out their first piece. So in order to push Stride sales, we showed the world the various alternate uses of Stride gum – in a tongue-in-cheek manner.