Adweek- Frank’s RedHot Is Asking People to Put Chili Pepper Emoji in Tweets Adweek- Frank’s RedHot Asks People to Tweet Chili Peppers
By Lindsay Rittenhouse | January 24, 2019
It's the latest stunt to circumvent running a Big Game spot
Frank’s RedHot is the latest brand to circumvent spending over $5 million to air a Super Bowl spot. Instead, the brand will offer prizes to people who tweet about other brands’ ads during the Big Game.
The contest, #FranksSweepstakes, which will run on Twitter on Super Bowl Sunday from 3:30 p.m. to 11:59 p.m. ET, aims to put a playful twist on the brand’s “I put that shit on everything” tagline by asking participants to “Put that emoji on everything.”
During Super Bowl ads, participants will be asked to tweet the cayenne pepper emoji (for Frank’s) along with the emoji that corresponds to the category of the ad (see below) for a chance to win prizes like vacations, gift cards and cars. (For example, during an ad for a car brand, you would tweet the pepper emoji, the auto emoji and the #FranksSweepstakes hashtag while the ad is still going on.)
It is the first campaign from Grey New York after the agency won the Frank’s RedHot creative account in October.
Leading up to the Super Bowl, the hot sauce brand will air a series of 30-, 15- and six-second TV and online ads from Grey New York that demonstrate how people can “put that shit on everything.” Absolutely everything. Even your coworker’s lunch and astronauts.
Jan 24, 2019