“Truth or Dare” is a wildly popular game among teens in the U.S. and has been for many generations. The way it works is one person asks another to pick: Truth – and they have to honestly answer a question, or Dare – and they have to take on a challenge, both as wild the asker’s imagination.

Our idea was to create daring original experiences inspired by the brand’s personality that would serve as the centerpiece to our 2016’s Truth or Dare summer campaign and amp up teens’ interest in 5 Gum. We would reinvigorate the traditional Truth or Dare game into an exciting, mass experiential event. And, through daring, original digital and social content inspired by the game, we could get teens talking about the brand and buy more 5 Gum.

We called our experiential event and content idea “SMOSH Live,” and announced it at VidCon, where SMOSH stars accepted 5 Gum’s dare to do a live show with studio audience. Fans took on challenges alongside talent at our huge 5 Gum Truth or Dare on-site activation that we captured on GoPros and shared via animated GIF generators. Participants received a link to share their content on social media and enter a VIP contest to attend SMOSH Live.

Throughout summer, we pushed multiple short-form SMOSH Truth or Dare game play videos in social posts to highlight our VIP contest and live show count down with earned PR amplification.

3 months later, SMOSH went live. Streamed with a studio audience on YouTube, the high-energy comedy spectacular showcased comic routines, 5 Gum challenges, an epic ‘live dare’, fan interaction via social and live 5 Gum Truth or Dare “commercial breaks” starring SMOSH talent.

During the program’s timing, 5 Gum saw better sales trends than the category, especially at convenience stores. In total, the full show and sketch videos gained more than 7.5 Million views, including our 5 Gum live commercial video. Within just three days, the live show was viewed over 1.4 Million times and generated 225,000 comments and 87,000 social engagements. 5 Gum dominated share of category conversation on social media throughout the four month period and brand sentiment in conversations related to our content was 99% positive.