TUMS: QUARTERTIME SHOW

To make a brand stand out in the crowded Super Bowl media environment, it takes a lot of money—or creative thinking. To stand out amidst all the noise, we made TUMS the sponsor of the very first Quartertime Show, featuring popular influencers such as Robbie Ayala, Oscar Miranda, Darius Benson, Alonzo Lerone, Sara Hopkins and Josh Darnit.

Fans watched between the 1st and 2nd quarters of the Super Bowl as two teams, #TeamHeart and #TeamBurn, fought their way through a massive taco-themed obstacle course:

Before either team could officially cross the finish line, viewers voted to decide the winner. The lucky team, based on fan votes, was revealed between the 3rd and 4th quarters: #TeamHeart!

Additionally, we amplified the campaign via a PR outreach, as well as a partnership with Thrillist.

Results:

• 100 earned media placements

• 25 million views on YouTube

• USA Today’s “Super Bowl commercials to watch” alongside traditional TV spots

Role: GCD