Have you ever been offered gum by a stranger and made a new connection? Mentos Gum and Fast Horse took that everyday act of generosity to a massive scale. How? By challenging one University of Wisconsin-Madison incoming freshman, Sam Jeschke, to share 43,000 bottles of Mentos Gum. That’s enough gum to make connections with the entire student body by the first day of class. In that timeline, he had to distribute 7,166 bottles per day, 298 per hour, 5 per minute. 

Sam and the students of UW-Madison had a big reward for completing the challenge – DJ Khaled would play a free concert on campus. To help him along, consumers and classmates could track his location on campus. DJ Khaled and social media star Sara Hopkins encouraged Sam with their own social accounts. Of course, Mentos Gum wanted all of the action heavily documented on their social media and dedicated website for the event.

Taking on the documentary challenge, Flipeleven headed up a team of 12 – working nearly 24 hours a day. To take on writing, producing, directing, editing and uploading the videos each day of the event with a 4a.m. deadline. Totaling 21 promotional videos in 7 days.

The result? A fast-paced epic race down to the last bottle on the first day of class captured and shared for the freshman’s new fans to follow along from anywhere across the country in nearly real-time. And you guessed it, the students were treated to a performance from the legendary DJ Khaled!