The Blue Dot Will Belong to Tums During the Big Game

The GlaxoSmithKline antacid brand is holding a #Tumsworthysweepstakes on Twitter

People can use the blue dot emoji as a ratings system - Credit by GlaxoSmithKline
Headshot of David Cohen

GlaxoSmithKline’s Tums antacid brand is taking over the little-used blue dot emoji and making it the centerpiece of a sweepstakes on Twitter during the Big Game.

Once Super Bowl LIV kicks off at 6:30 p.m. ET Sunday, Tums’ Twitter account, @TUMSOfficial, will live-tweet #Tumsworthy moments during the game—“the heartburn-inducing fumbles, foods and commercial breaks”—and Twitter users can respond with the #Tumsworthysweepstakes hashtag and their ratings of those moments, using the blue dot emoji as a ratings system.

UPDATED: GlaxoSmithKline said there were over 64,000 #Tumsworthy tweets during Super Bowl LIV.

Tums is teaming up with “Tums fans” television host and actor Anthony “Spice” Adams, singer Jessie James Decker, actor Adam DeVine and YouTube personality Sean Evans, as well as popular meme accounts BeigeCardigan and Daquan, to give entrants the chance to win $54,000 or one of six trips.

Full rules of the contest are available here.

GlaxoSmithKline

Tums will run two spots before kickoff, between 5 p.m. and 6 p.m. ET, but none during the Big Game.

GlaxoSmithKline senior brand manager Amy Sharon said in a release, “As America’s No. 1 antacid, Tums has always been proud to offer fast heartburn relief year-round for those who deal with heartburn. During football’s biggest game of the year, the potential for heartburn increases while enjoying the spread of celebratory foods, so we are giving consumers fast-acting heartburn relief along with some comic relief as the plays, halftime show and commercials unfold.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: January 28, 2020 https://stage.adweek.com/digital/the-blue-dot-will-belong-to-tums-during-the-big-game/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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