HBCU HYPE: TUMS Adventures on Campus Life

To drive awareness and consideration of Tums among Gen Z and Millennials as the fast action solution for heartburn, Urban One's digital platform iONE Digital created a four-pronged campaign to engage this audience across social, podcast and experiential platforms centered around the Historically Black College & University (HBCU) experience.
iONE Digital partnered with HBCU alumni Lance Gross and two student influencers - Silver Horsely and Samantha Walker to highlight aspects of HBCU college life with Tums as their wingman on these adventures – an outdoor festival, a night out and the tailgating and homecoming game experiences.
iONE Digital connected Tums to HBCU audiences via podcast sponsorships of the Adult’Hood and SZN Opener podcasts that focused on HBCU topics. The Adult’Hood podcast episode highlighted “The Do’s and Don’ts of HBCU Homecomings” and the SZN Opener podcast featured an interview with Monica McNutt and athlete Jordyn Dorsey (NC A&T Basketball). Both podcast integrated Tums messaging into the episode via a host-read custom segment promoting Tums fast-acting heartburn relief.
The HBCULove Tour is a way for iONE Digital to support and celebrate the culture and diversity of HBCUs and the Black community at large. Homecoming is more than a football game it is a time for HBCU communities to come together, reconnect with friends and display the pride in their schools.
Through the HBCULove Tour, iONE Digital created an on the ground activation with a branded tent, sampling opportunities and a photo booth at North Carolina A&T known as the GHOE (Greatest Homecoming On Earth) to directly connect Tums to HBCU audiences and promote product awareness and trial.