Extra Gum’s “Control to Chew” blends gamer relief with creative billboards, merging stress relief with outdoor media

The world of billboard advertising just got a boost of flavor—literally. In a unique twist on out-of-home media, Extra Gum launched its latest campaign, Control to Chew, combining humor, health, and gaming in one high-impact idea. This playful concept has gone viral thanks to interactive billboard advertising rates and e-sports influencer collaborations.

A Billboard That Fights Gamer Rage

The core idea? A custom gaming controller designed to ease frustration mid-game by popping out chewable gum buttons. Players are encouraged to release their rage by chewing gum instead of smashing keys. This concept took physical form in billboard installations shaped like oversized controllers in high-traffic gaming hubs, inviting passersby to try it out.

These billboard advertising prices are justified by the massive exposure and interactive potential. The installations are not just static ads—they’re experiential.

Influencer Unboxings and Social Engagement

The campaign’s virality owes much to social media. Influencers in the gaming world unboxed the controller in videos that amassed millions of views, while digital fans posted their chewing moments using the hashtag #Control2Chew. The result? A blend of digital engagement with traditional OOH (Out-of-Home) advertising—bridging the gap between screens and the streets.

Outdoor Advertising that Works—Even in E-Sports

At Grupo Publisitios, we’re always tracking the most innovative billboard advertising campaigns. Control to Chew is a masterclass in mixing product experience with public placement. It shows how billboard advertising rates can be optimized when you add interactivity and influencer momentum.

This campaign not only elevated Extra Gum’s brand awareness but also highlighted how creative outdoor media can directly impact a younger, digitally-savvy audience.

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