Trident Perpetual Festival

Trident Gum was looking to drive sales of their products by aligning themselves with festivals. This project had two phases, phase one was to recruit someone to be their festival guide for all competition winners and phase two was the competition itself. Phase one attracted nearly 5000 candidates from which one was selected (http://twitter.com/katieparsons).

Phase two then ran for the rest of 2010 allowing people who bought a packet of Trident Gum the chance to win tickets to a different festival every week. The competition was promoted mainly through social media driven by updates from Katie in the field and from Trident themselves.