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GlaxoSmithKline’s Tums antacid brand is bringing its #Tumsworthy Twitter sweepstakes back for a second consecutive Super Bowl, but with a bingo model this time.
During Super Bowl LIV last year, Tums’ Twitter account, @TUMSOfficial, live-tweeted #Tumsworthy moments during the game—defining them as “the heartburn-inducing fumbles, foods and commercial breaks”—and Twitter users responded with the #Tumsworthy sweepstakes hashtag and their ratings of those moments, using the blue dot emoji as a ratings system.
The initiative generated over 64,000 tweets with the #Tumsworthy hashtag.
For Super Bowl LV Sunday, fans can go to @TUMSOfficial starting Monday to get their digital bingo game boards, which will update automatically following each #Tumsworthy moment during the Big Game shared via @TUMSOfficial.
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