TUMS

About the Work

It’s a household name and the number one antacid America relies on for getting past heartburn and indigestion, but how do you get TUMS fans to engage with such a product on Facebook? Phenomblue created the TUMS Food Fight experience, a Facebook app to identify and engage brand advocates with customized play.

In the experience, TUMS fans throw food at photos of friends through three levels with just a click of the mouse. After each level, players have the option to share the fun with pictures of friends splattered with food on Facebook. The experience even extends off Facebook by offering players the option to share on Twitter and through email, too. And if the fun of hurling food at friends wasn’t enough, a limited time promotion with Promotions.com was also integrated into the experience.

The game brought more fans to the TUMS Facebook page to interact and have fun with the brand. More than 45,000 fans entered the limited time promotion. 175,809 targets were hit, resulting in thousands of splattered pictures shared across Facebook. Fans most enjoyed hurling tomatoes at their friends – over 52,000 tomatoes were thrown.