Dentyne hopes Canadians will kiss and tell.
The Cadbury Adams-owned gum brand has launched an online Mouth-to-Mouth Certification program to help consumers practice and enhance their kissing skills.
The “learning module” uses augmented reality facial-recognition technology to pair up visitors with a “trained mouth-to-mouth” ambassador at Dentyne.ca.
Users can then create a video of their perfect lip lock, and upload it to the site. Nearly 50 videos have been uploaded so far. The highest rated submission so far is from a woman sitting in front of a classroom blackboard who appears to be licking the face of her ambassador.
The site showcases five kissing techniques through a series of step-by-step video tutorials called Shiver, Intense, Fire, Spearmint and Peppermint. Viewers receive their “certification” after they watch each video.
“When people think Dentyne they think social confidence in a fun, light-hearted way,” said Simon Creet, chief creative officer of The Hive, the agency behind the program.
“This is all about: Dentyne is going to give you fresh breath but what else can we do to make you feel confident in social situations… when your breath is the absolute most important thing of all?”
The site also hosts a contest for a chance at cash prizes. Consumers can enter by holding up a specially-marked pack of Dentyne gum in front of a webcam, which will initiate contest entry, or enter the UPC code on the back of the pack.
“Augmented reality is the sexy catch phrase but I think the stuff you see around it is ‘let me hold this marker up to my camera and watch something in 3D pop off the screen,’ ” said Creet. “This is a different way to treat augmented reality in that it triggers the experience.”
Though the contest closes June 28, the certification program will remain on the site indefinitely, said Creet.
Dentyne is driving consumers to the site through online ads, posters and in-store displays.
