You can use the WiFi once you’ve danced with a stranger: BBH conducts social experiment in campaign for Mentos

Visitors to a Malaysian Internet cafe were given access to the wifi only after they had interacted with a stranger, in a social media campaign created by BBH China for Mentos

The Mentos WiFi social experiment filmed people’s reaction when told they must complete a “challenge” by either making someone laugh or dancing with them.

Their reactions were caught on hidden cameras in the Kuala Lumpur cafe.

The experiment is the latest in a series of social executions created by BBH for the confectionary brand.

BBH China senior producer Weisian Lee said “The success of the Mentos social media strategy lies in the fact we are exploring what makes us human and our basic need to connect in a world dominated by technology.

“The dozens of different versions of this experiment reflect a new way of storytelling across a system of formats. Each piece of content offers a sneak peek into the full story, whilst being impactful enough to stand alone.”

The global chief marketing officer of Menthos parent Perfetti Van Melle, Jan Heeling, said the campaign is designed to demonstrate how the experience of a real life connection “can’t be replaced”.

An original 93-second version of the film has been edited into several versions for use accross multiple markets in Asia including Indonesia, Philippines, Vietnam and Singapore.


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