Mentos: Giving the People the Publicity Stunt They Want

Mentos went guerrilla for the Canadian release of their new gum. 12,000 people participated in a contest that invited those interested to submit ideas on how to "make the world go rounder," with the grand prize being $5,000 and the execution of their idea. As part of the campaign's promotion, the brand let thousands of jumping balls loose in Canadian cities and filmed city-goers reactions and interactions with the balls. Winners will be announced shortly.

http://www.makeyourworldgorounder.ca/
http://www.youtube.com/watch?v=fHIN4PCLBJ8