The Hershey’s brand Reese’s is leveraging NCAA March Madness by helping out fans who are feeling ‘salty’ about tournament match outcomes in a Twitter based engagement campaign that includes a sweepstakes strand.
Reese’s marketing team is generating Twitter conversations around the 2021 men’s division one college hoops tournament through a campaign that began at tip off and runs throughout March Madness and which seeks to make light of those bracket-busting, air ball errors and buzzer beater moments.
The social-first campaign revolves around reacting to the ‘most unbelievable and downright salty tournament moments’ and it began on Selection Sunday and continued with game- and team- and tournament-related posts.
It’s #SelectionSunday AKA the saltiest day of the year (except for maybe Tax Day, Rent Day, Last day of vacation, most Mondays, plenty of Thanksgivings, and quite a few Valentine’s.)
— Salty REESE'S (@reeses) March 14, 2021
Your team didn’t make the tournament, but a school called Oral Roberts did? Now you know how we feel when we don’t make it into a shopping cart that has circus peanuts
— Salty REESE'S (@reeses) March 14, 2021
Gonzaga sounds like a chocolate bar filled with cheese… but to be fair, Reese’s sounds like a college that plays in the same conference as Gonzaga https://t.co/ki87hVTB1V
— Salty REESE'S (@reeses) March 14, 2021
Hey, Appalachian State, upset all these people still pronounce your name wrong? Trust us, we get it…
— Salty REESE'S (@reeses) March 14, 2021
Plus, through the tournament, hoops fans have a chance to win Reese’s self-styled ‘biggest and saltiest treat ever created’ in the form of 1,200 Reese’s Big Cups With Pretzels/Peanuts which will be given away via Twitter during the tournament’s first five days alone.
The contest mechanic is simple: consumers who follow and retweet @Reeses or use the #SaltyReeses and #Sweepstakes hashtags when prompted by designated tweets on Reese’s Twitter account are qualified to win. But they will need to be quick off the mark as entry will only be eligible for 10-minute periods.
“In a year that has given us way too many reasons to be salty, the Reese’s brand is giving fans a voice to share their saltiness. And what better time than one of the saltiest seasons of the year, March Madness,” said Reese’s Brand Manager Margo McIlvaine. “From bracket fails to epic upsets, we will be right there with fans reveling in the saltiness and giving fans something sweet (and salty) to numb the pain – our new Reese’s Big Cups with Pretzels.”
Plus, as well as the central sweepstakes giveaway, a few ‘salty college towns’ will get a pallet of Reese’s Big Cups to counterbalance the disappointment they may be feeling around the tournament.
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