PREVACID: BEAT THE BURN
To make their heartburn medicine known to millennials in Nashville, Prevacid created an earned media, social, and digital OOH strategy featuring up-and-coming country music singer and Nashville native Mitchell Tenpenny.
The “Beat the Burn”campaign was centered around a live TikTok performance in which Mitchell wrote custom songs on the fly about heartburn and heartache based on fan comments. In total, the campaign generated 405,296,708 impressions across +400 outlets for earned media, and locals who say the campaign said they were 2x more likely to buy Prevacid for their future heartburn needs.
