DRUMSTICK
#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