THE DRUMSTICK SLURPEE CONE CAR TRADE
Drumstick wanted to associate their new blue raspberry slurpee cone with unexpected summer fun. so we gave people a way to get in the front seat of that.
THE SOCIAL INSIGHT + SIGNALS
did you know that cars on Facebook marketplace are always circulating on TikTok? whether it be for their randomness, their absurd modifications, the phenomena of trolling lowballing on Marketplace to “correct the used car market”, and most recently, gen z being into getting a Facebook Marketplace car due to its affordability and lack of monthly car payment stress.
THE STRATEGY
we kept things pretty nimble. every asset and touchpoint had to be intentional to work within budget and for engagement.
THE CREATIVE
so we put a Drumstick Slurpee Cone themed wrapped car on Facebook Marketplace and TikTok up for grabs.
the twist? it wasn’t for sale with money. it was up for trade for something unexpected. ranging from naming your new furry baby “Drumstick”, to your high school prom queen crown, to a weird thrift store find, you name it.
the replies poured in. to keep momentum going, we replied to comment submissions with #CarTok edit styled videos.
THE RESULTS
almost 10 million views, too many comments to reply to, and 317,838,962 media impressions that got people excited to enter. this Food & Wine piece was a delish thing to read too.
MORE SILLY TIKTOKS FROM THIS TIME!
DRUMSTICK
#DrumstickMonday
was tasked to get some buzz around Drumstick’s Super Bowl debut.
so, we came up with the idea #DrumstickMonday.
Drumstick’s way to lead the charge to make the day after the big game a national holiday reserved for unexpected fun.
THE DRUMSTICK MONDAY PETITION
we launched a change.org petition to pave the way towards making this dream a reality.
CELEB CONTENT
we had eric andre get behind our effort. he even said that the scripts were “funny” (thanks eric!)
CUSTOM UNEXPECTED FUN KITS
made adorable #DrumstickMonday kits, to get people ready to spend their day off, unexpected fun style.
INSTAGRAM STICKERS
animated and led creation of totally cute IG Stickers!
SPREADING THE WORD WITH INFLUENCERS
led influencer content creation in collaboration with an incredible influencer team. developed creative approaches, scripts, and prompts to guide their work. here’s a small sample of the many pieces produced.
SIGNING OFF DRUMSTICK MONDAY
to close the loop and spread the drumstick monday love, an ooo email was created for everyone who signed the petition. this gave them a way to share unexpected fun with anyone who emailed them—automatic replies that let the sender claim a Drumstick for themselves.
EARNED COVERAGE
a taste of some favorite articles talking about #DrumstickMonday.
THE RESULTS
a bit of how some people reacted to our need for a day of unexpected fun and a snapshot of the earned coverage.
do you want #DrumstickMonday to be an official holiday??? ;)
