Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Yesterday, as people were groggily rolling out of bed and coming to terms with the fact that they had lost an hour, 5-Hour Energy asked tired Twitter users to show their faces. The tireder the better:
Lost an hour & don’t know how you’ll drag yourself to work today? #ShowUsYourTiredFace & you could win a 6pack! pic.twitter.com/UXD4wROYFC
— 5-hour ENERGY® (@5hourenergy) March 10, 2014
“We realized that it’s the Monday after that hurts,” said Melissa Skabich, the director of communications for for the energy drink. “So, we thought, ‘What about posting a photo of your tired face?'”
With that thought in mind, 5-Hour Energy asked their sponsored athletes to get the ball rolling. Retired Nascar driver Michael Waltrip, and current Nascar driver Clint Bowyer, both 5-Hour Energy spokesmen, were among those playing along:
Monday Monday. I’m tired. #ShowUsYourTiredFace #DaylightSavingsTime A @5hourenergy Please. pic.twitter.com/EIaGfdR6s9
— Michael Waltrip (@mw55) March 10, 2014
#ShowUsYourTiredFace #5hourenergy @NewsThatRox pic.twitter.com/u87DMas51v
— Danny Mendoza (@DannyTWR08) March 10, 2014
@5hourenergy this is what my hubby’s #230feeling face looks like right now!Called in tired today #ShowUsYourTiredFace pic.twitter.com/Wkdl6bxTbT
— Maggie (@royaldixie) March 10, 2014
Over the course of the day, 5-Hour Energy had 259 posts using the hashtag #ShowUsYourTiredFace, gained 868 new followers, around a 9 percent increase. 5-Hour Energy now has 10,500 Twitter followers. 52 winners received a prize pack of 5-Hour Energy drinks of assorted flavors.
Ad position: web_incontent_pos1
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
‘AI is permeating everything we do’: How Guitar Center developed 2 AI tools this year
This summer, the company launched a chatbot called Rig Advisor to help customers find the right instruments and products.
Ad position: web_bfu