Aligned with the launch of Drumstick's first ever Super Bowl television commercial spot, we introduced the #DrumstickMonday campaign. This strategic initiative aimed to catalyze a movement, encouraging Americans to designate the day after The Big Game as a national holiday. A distinctive and playful look and feel were developed to unify all campaign assets, effectively communicating the motif of unexpected adventure inherent to the Drumstick brand. Deliverables of the campaign included social assets, media mailers, a Change.org petition, sweepstakes giveaway, Hyundai social partnership, influencer partnerships and beyond. The campaign received widespread recognition, securing placements in various esteemed media outlets, such as Good Morning America and Forbes. Drumstick Monday successfully positioned the brand at the forefront of cultural conversations, solidifying its presence and resonating with a diverse audience.
Key Outcomes:
5,300+ Petition Signatures
1,411 Total Placements
14,665,522,351 Earned Media Impressions
1,621% Increase in Placements
59 Headline Placements
717% Increase in Impressions
