TUMS
SUPER BOWL
MY ROLE
Account & IAT Lead
AGENCY
Dentsu Creative (360i)
360 CAMPAIGN
OLV, Microsite, Sweeps, Partnership, Social, Events
Some come for the football. Others come for the halftime show, the commercials, or one more plate of wings. TUMSWORDY gave everyone at the watch party something to play for.
Built around the traditions of game day, the campaign turned food and football into a live word-puzzle game, with more than $99,000 in cash and prizes up for grabs. A playful world of game-day favorites carried the idea from social feeds to the small screen, with Sauce Gardner and a Flavortown appearance bringing it into the real world.
I led the campaign from strategy through execution and reporting, helping bring the brand into moments people were already looking forward to. For the Super Bowl, that meant a campaign built to invite participation — and give fans a reason to stay in the game.
112,614
game registrations
+1,900% vs. 2022
573,086
puzzles completed
across game day
21M
paid social impressions
Facebook & Instagram
PRE-LAUNCH OLV
An invitation to play.
Food with personality. Prizes worth pausing for. A short, playful film introduced the game and gave fans a reason to join in.
MICROSITE & SWEEPS
The game within the game.
Twenty puzzles, two drops, and a chance to win with every solve. The mobile experience made room for a little friendly competition alongside the action on TV.
SOCIAL CONTENT
Made for the second screen.
Social introduced the world of TUMSWORDY, put the prize pool front and center, and reminded fans when it was time to play.
MEDIA EVENT
A little Sauce goes a long way.
With a name made for the occasion, Sauce Gardner brought football credibility and a natural food connection to the campaign. A game-night event and branded kits gave the story a life beyond the feed.
SUPER BOWL EVENT
Turning up the heat.
At Guy Fieri’s Flavortown Tailgate, the TUMS Celebrity Spicy Wing Challenge brought the brand’s “Love Food Back” spirit to the table — with NFL players, fiery wings, and a crowd ready to dig in.
