Three Minds On Digital Marketing @ Organic

Mentos just launched a fun advergame called Mentos Kissfight, a head-to-head Mortal Kombat style fighting game where you throw kisses instead of punches. It comes are part of a larger campaign emphasizing the kissability of Mentos-freshened mouths. Other examples include their Kiss Cam web game, and the latest TV commercial for Mentos gum.

The game play is fun, but overall I think that the campaign misses a big opportunity by not integrating any social components. Mentos seemed to understand the importance of social media back when they were trying to reap the rewards of the Diet Coke Mentos phenomenon. However, this campaign seems to miss the boat.

They are not promoting the game to the game-obsessed social network demographic. They are not tapping into the fact that gamers like to share tips and brag with each other. You can't even play against other people!!

Cute concept, but ultimately shouldn't kissing be more of a social experience?

Marta Strickland