Brief:
- Tums plans to bid goodbye to 2020 with an earlier Brand-new Year’s Eve countdown on social video app TikTok. Explaining 2020 as heartburn-inducing “dumpster fire of a year,” the antacid tablets made by GSK Consumer Health care will state the year over 3 hours early in a live-stream hosted by TikTok star Michael Le at 9 p.m. Eastern on New Year’s Eve, per a statement.
- As part of the project, Tums is running online sweepstakes through Dec. 16 that will give the very first 900 entrants a possibility to win a present card for New Year’s Eve food and other party rewards. Another 2,020 entrants will get celebration materials and a gift card to purchase a beverage and dessert. Tums is asking individuals to get in the contest by developing photos or videos, and either submitting them to its TUMSworthyNYE.com site or supplying links to their posts on Instagram, TikTok, Vimeo, or YouTube.
- Together with the live stream, Tums enlisted TikTok star Spencer X to make an initial remix of the brand name’s “Tums, de tum, Tums” jingle, and Le produced a dance video to assist inspire people to take part in the campaign, per the statement.
Insight:
Tums’ year-end project intends to engage younger consumers throughout the vacations when overindulging on food and drinks can lead lots of people to look for heartburn medicine. The brand name acknowledges that 2020 has been a particularly stressful year, without specifically discussing the pandemic, economic recession, social protests, and controversial U.S. elections. By giving people a method to bid farewell to 2020 three hours early with a New Year’s Eve live stream on TikTok, Tums is getting a get on late-night programs that homebound customers are most likely to enjoy this year instead of participating in celebrations or dining out.
The GSK brand name looks to extend its campaign’s reach on social networks by teaming up with influencers like Michael Le, whose dance videos have made him a following of 42.5 million people and 1.2 billion views on TikTok, and Spencer X, who has a following of 49.6 million. As individuals share their content on TikTok and other social platforms for a chance to win rewards, Tums is more most likely to increase direct exposure and engagement with its project. Social network sweepstakes have become increasingly popular in the past few years as brand names look to engage consumers on their chosen platforms. Current campaigns have consisted of those by Chipotle Mexican Grill, Diageo, Michelob Ultra, and Pepsi.
Tums’ sweepstakes are the brand’s newest effort to raise awareness and link with social media users when they’re more than likely to suffer heartburn. With many individuals overindulging and consuming alcohol at Super Bowl parties, Tums previously this year ran sweepstakes that asked people to utilize the overlooked blue dot emoji to rate difficult moments during the big video game that set off the most heartburn. The campaign tried to take ownership of the little-used visual icon, making it an essential part of Tums’ identity on social media. Tums used a range of prizes for Twitter users who used the emoji during the Super Bowl, giving them more rewards to share their posts with buddies and fans.
