2016 Digital PR Awards: Facebook Communications

Winner: Weber Shandwick & GSK - Tums Starting Spread

During the 2015 NFL season, TUMS fans had painstakingly plotted their fantasy lineups on the turf. With that in mind, Weber Shandwick & GSK created the Starting Spread experience to help them piece together their last crucial lineup—the one on the table.

Heading into Super Bowl 50, the team partnered with Thrillist to create epic versions of game day dishes and grouped them into four spreads, one for each TUMS food character: Taco, Meatball, Reuben and Chicken. They whipped up 12 bite-sized videos that showed off each spread and recipe, neatly blending food with football. The team then blasted these videos out on Facebook and Twitter, where they racked up millions of views and drove fans to the campaign website to explore spreads, pick their favorite and share it in exchange for a TUMS coupon.

Partnered sites NFL.com and Thrillist helped by driving their fans to the online experience with digital banners, ensuring a bottle of TUMS found its way into every Super Bowl Sunday spread.

The campaign was a huge success, as 23% more time was spent on the Starting Spread microsite than on TUMS.com; there were 25.9 million social impressions and 5.1 million video views on Facebook and Twitter combined, 784,400 engaged users on Facebook and 54,000 engagements on Twitter.

Honorable Mentions:

  • Adobe Photoshop Space Mystery Campaign
  • American Institute of CPAs - Feed the Pig
  • FleishmanHillard - #FaceLeukemia
  • Mary Kay Global Day of Beauty - Facebook Live
  • Mohegan Sun - Full of Life on Facebook
  • Tweddle Group