Trident Gum has teamed with T-Pain to launch a contest called #ChewTunes inviting fans to create an original beat via augmented reality (AR) filter around the brand’s new limited-edition Chew Tunes packs. The winner can choose between $10,500 or a trip to attend the 2021 Grammy Awards.

Upon scanning the quick response (QR) codes inside Trident Gum Chew Tunes using their smartphone camera, fans will be directed to Instagram Stories, where they can show off their original rhythm in a video using the Chew Tunes filter. Chew Tunes come in four flavors, each of which produces a different instrumental sound when scanned.

To enter the competition, fans must post their video on Instagram or Twitter with the hashtags #ChewTunes, #Sweepstakes and #TridentGum, from now through November 1. The winner, which Trident will announce on November 2, can choose between a cash prize of $10,500 or a trip for two to see the 63rd Grammy Awards. Trident will cover costs for roundtrip air travel, hotel stay, admission tickets and $2,400 in spending money for the winner.

Trident is also giving away 234 instant-win prizes such as Bluetooth stereo turntables, a $30 streaming music gift card and a pair of Bluetooth headphones to fans who enter their email on the campaign’s microsite. Participants can earn an extra bonus entry when they post about #ChewTunes with a link on Facebook or Twitter and if their friend clicks on the link and enters the contest.

T-Pain’s Instagram video promoting the campaign has received 73,000 views and over 150 comments so far.

In February, T-Pain partnered with Trident to perform live outside a busy train station in Chicago, encouraging residents to “chew through” their daily commute.

According to Statista, 3.23 million Americans chewed eight or more pieces of Trident Layers in 2019.