How the Coke-Mentos meme changed both brands’ internet strategies:

On the first Saturday in June they posted the experiment to their website. Voltz told one person about it: his brother. Within hours, thousands of visitors were viewing “Experiment #137”. By the end of the first day, they counted 14,000 downloads. Two days later, The Late Show with David Letterman called. Grobe told producers they had only done the fountain once and would need a chance to rehearse. Over the next few weeks, Grobe and Voltz grew confident they could perform the Mentos geyser live. Meanwhile, the video became a runaway hit. Over nine days, more than 2m people logged on to their site.