Stimorol Mega Mystery targeted 15 - 25 year-old consumers. By creating a 'decide the flavour' promotion like never before - with a range of weird, internet-friendly flavours - we appealed to this younger, internet-savvy audience.

Moreover, by building voting platforms on popular South African teen social media sites, like MXIT, we were able to reach this audience directly.

And finally, because we asked the audience to taste Mega Mystery and decide on a bizarre flavour for the gum, we encouraged product trial and ultimately, helped to increase sales.

Approximately 400 000 people engaged with the campaign online. The campaign received over 294 000 votes in 7 weeks. There were 11 723 flavour suggestions. The campaign generated R3.4 million in free PR. Mega Mystery exceeded client sales forecasts by 233%. And once the public had decided, we created the world's first Alien Abduction Flavoured Gum.