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!
CREDITS: Sam Karasinski – Art Director + Designer / Isabella Bahm – Copywriter + Content Creator / John Linitz – ACD Art / Emme Schumacher – Content CreatorDRUMSTICK
#DrumstickMonday
Was tasked to get some buzz around Drumstick Ice Cream’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 my scripts were “funny” (take that former boss who would always re-write my jokes because they wouldn’t pass his personal laugh tests!)
CUSTOM UNEXPECTED FUN KITS
Made adorable DrumstickMonday kits, to get people ready to spend their day off, unexpected fun style.
INSTAGRAM STICKERS
Animated and help lead creation of totally cute IG Stickers!
SPREADING THE WORD WITH INFLUENCERS
Helped lead influencer creation (alongside an AMAZING influencer team, whom will be linked below.) I helped come up with the creative approaches, scripts, and prompts for them. Here’s a tiny taste of a few out of the many more we had.
SIGNING OFF DRUMSTICK MONDAY
To close the loop and spread the Drumstick Monday love, we created an OOO email for all who signed our petition, so they can give a dose of unexpected fun to all who emailed them, so automatic replies would give the sender a Drumstick to claim for themselves.
EARNED COVERAGE
A taste of some of my 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??? ;)
CREDITS: Alex Foster – ECD / Sam Karasinski – Art Director + Designer / Kacie Iwasyk + Keith Washington – Influencer Team / Bri Wise – PR and Account Lead / Jin Park – CD / Craig Elimeliah – CCO / Luke Delahanty – Film Editor / August Enzer – Project Manager