• by Aaron Baar , February 2, 2017

With all the snacks, planning and overeating expected on Sunday, there’s sure to be more than enough heartburn to go around. Leading antacid brand Tums isn’t about to be left out. 

On Sunday, the brand will launch its first-ever “Quartertime show” on its social channels, in which social media personalities compete in a taco-themed obstacle course (a “tobacstable” course, if you will) to win an extra-large bottle of Tums. 

“We know that the Big Game often means big heartburn,” Stacey Harris, senior brand manager of Tums, tells Marketing Daily, citing internal research that nearly 90% of consumers watching the Super Bowl will eat foods that frequently cause heartburn. “That’s why we’re launching the first-ever Tums Quartertime Show, to raise awareness of the widespread heartburn that can be caused by everyone’s favorite game day grub.”

The brand has already begun teasing the event (which will happen at the end of both the first and third quarters of the game) via an online video in which a taco-costumed host introduces the teams and the contest. (“Six YouTube stars, dressed as tacos, shooting tacos, in a giant taco.”) The brand will remind fans to tune in during the quarter breaks via its social channels. 

“We opted for an online spot rather than a traditional TV advertisement because we know that while our Tums consumers are watching the Big Game on TV, they’ll be all over social media talking about all the wonderful game-day foods they’re enjoying,” Harris says. “They’re on their phones or devices and plugged into social media throughout the game.”

The teams, #TeamHeart and #TeamBurn, will be composed of three social media personalities each. The personalities are:  Robby Ayala, Oscar Miranda, Darius Benson, Alonzo Lerone,  Sara Hopkins, and Josh Darnit. They will also be promoting the Quartertime show through their social channels, Harris says. 

“We partnered with these social media influencers because they are known for their lighthearted and comedic content on their channels and we know they are up for the challenge,” she says.