Tums plans to bid farewell to 2020 with an Coinbase User List earlier New Year’s Eve countdown on social video app TikTok. Describing 2020 as heartburn-inducing “dumpster fire of a year,” the antacid tablets made by GSK Consumer Healthcare will Coinbase User List declare the year over three hours early in a livestream hosted by TikTok star Michael Le at 9 p.m. Eastern on New Year’s Eve, per an announcement. As part of the campaign, Tums is running an online sweepstakes through Dec. 16 that will give the first 900 entrants a chance to win a gift card for New Year’s Eve food and other party prizes.
Another 2,020 entrants will receive Coinbase User List party supplies and a gift card to order a drink and dessert. Tums is asking people to enter the contest by creating photos or videos, and either uploading them to its website Coinbase User List or providing links to their posts on Instagram, TikTok, Vimeo or YouTube. Along with the livestream, Tums enlisted TikTok star Spencer X to make an original remix of the brand’s “Tums, de tum tum, Tums” jingle, and Le created a dance video to help inspire people to participate in the campaign, per the announcement. Insight:
Tums’ year-end campaign aims to engage younger consumers during the holidays, when overindulging on food and drinks can lead many people Coinbase User List to seek heartburn medicine. The brand acknowledges that 2020 has been an especially stressful year, without specifically mentioning the pandemic, economic recession, social protests and contentious U.S. elections. By giving people a way to bid farewell to 2020 three hours early with a New Year’s Eve livestream on TikTok, Tums is getting a jump on late-night programming that homebound consumers are more likely to watch this year instead of attending parties or dining out.