Nestle brand Drumstick has launched a social media campaign with the hashtag #DrumstickMonday, calling on Americans to take the Monday after the Super Bowl off from work and enjoy the day doing something unexpected.
Drumstick is running a contest calling on consumers to get creative about how they will spend their time the day after the big game, be it learning how to surf or taking a helicopter adventure over the Grand Canyon. Drumstick will choose one winner and will pay for the adventurous day. Consumers can sign Drumstick’s Change.org petition to make the day after the Super Bowl a national holiday and then comment on the sweepstakes’ Instagram post in order to enter their dream day off.
“The day after the biggest sports game of the year shouldn’t just be another Monday,” said Kerry Hopkins, head of marketing at Drumstick, in a statement shared by Brand Innovators. “Drumstick is all about embracing unexpected fun, and #DrumstickMonday is the perfect opportunity to shake up your typical Monday routine. Join us by signing the petition and adding a little dose of adventure this February 12.”
The social campaign will run up to the game. The brand recently revealed plans to run its first-ever TV spot during the game. The company has created a 30-second spot, in partnership with its ad agency Opinionated, starring comedian Eric André. In the spot, which will run during the third quarter, André will go on his own adventure with the brand’s mascot Dr. Umstick.
