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Tums ran a sweepstakes on its @TUMSOfficial Twitter account during Super Bowl 54, live-tweeting #Tumsworthy moments during the game—“the heartburn-inducing fumbles, foods and commercial breaks”—and letting Twitter users respond with the #Tumsworthysweepstakes hashtag and their ratings of those moments, using the blue dot emoji as a ratings system.
For Super Bowl 55, the brand adopted a bingo model, making digital bingo game boards available via @TUMSOfficial and updating those boards automatically following each #Tumsworthy moment during the Big Game.