The Mondelēz-owned brand’s #ChewTunes campaign challenges Instagram users to mix their own beats using an augmented reality (AR) filter and post it on the photo-sharing app. Instagram users need to scan a QR code inside specially marked Trident gum chew tunes packs to open the AR experience in Instagram stories and create a beat. To be eligible to win the grand prize, they need to post their video to Instagram or Twitter while using relevant hashtags.