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Frank’s RedHot didn’t air a national ad during Super Bowl LIII. Nor did it air a regional spot. And yet, the McCormick & Company-owned hot sauce dominated branded Twitter conversations during the Big Game.
Thanks to its #FranksSweepstakes stunt from agency of record Grey New York, Twitter’s #BrandBowl53 gave Frank’s RedHot the “interception award” for driving the highest percent of brand conversations during the Super Bowl without an in-game spot.
Instead of spending $5 million on a Super Bowl spot, Frank’s RedHot ran a contest on Twitter during the game that put a playful twist on its “I put that shit on everything” tagline by asking participants to “put that emoji on everything,” in this case meaning tweet the cayenne pepper emoji (for Frank’s) during ads along with the emoji that corresponded to the category of that ad for a chance to win prizes.
“Frank’s RedHot playfully engaged brands on Twitter, driving the highest percentage of brand conversation among...