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For two years now, Internet celebrity Matt Harding has been dancing around the world: rocking in Rwanda, shimmying in the Shetland Islands and blogging and mounting video on his Web site, "Where the Hell Is Matt?"
In 2006 both his persistence and his Web popularity convinced food maker Cadbury Adams USA that his far-flung footwork could benefit its newly launched gum brand, Stride, known for its tagline: "ridiculously long-lasting." Cadbury also saw a good fit with the product's target 18-to-24 demographic.
So Cadbury opted to underwrite Harding's attempt to dance around the world in exchange for some low-key advertising within his online videos. That video has had 8 million hits since its launch in mid-2006; a 2007 follow-up has been seen 2 million times. Harding has been interviewed by numerous news outlets and credits Cadbury Adams and Stride in each interview. A new video is in...