Brief:

• Frank's RedHot, the brand of hot sauce made by McCormick, is celebrating its 100th birthday with a livestreamed game show on Twitter as the Super Bowl gets under way on Sunday. Donnie Wahlberg will host the livestream, playing a game of "Spin the Bottle" that gives viewers a chance to win Frank's RedHot swag and a grand prize of $36,500, per an announcement.
• The cash award is based on a rough calculation of $1 a day for 100 years, or as long as Frank's RedHot has been around. To enter the sweepstakes, Twitter users can watch the @FranksRedHot account at 6:30 p.m. on Sunday, and respond to prompts in the show with tweets that include the #FranksSweepstakes hashtag.
• Winners will be randomly selected during the livestream, except for the grand prize winner. Twitter users can improve their chances of winning by continually playing the game, per the announcement.

Insight:

Frank's RedHot's Twitter livestream will be the second straight time the brand has run a campaign that counterprograms against the Super Bowl. Instead of a running a pricey TV spot, Frank's last year asked Twitter users to watch other brands' commercials and to tweet their reactions for a chance to win prizes. The awards corresponded to the products shown in those ads, such as cars, trips and other merchandise. The campaign helped to drive the most Twitter conversations among brands without a commercial in the game, according to the company, which didn't provide engagement figures.

By livestreaming during the Super Bowl, Frank's aims to reach viewers who either aren't watching the game or are "second-screening" on their mobile devices. About 70% of U.S. adults regularly use another device while watching TV, with most of that usage happening on a smartphone, researcher eMarketer found. Mobile devices provide a parallel channel to reach TV audiences, both to supplement commercials and to compete with them for viewer attention.

While 72% of Super Bowl viewers will watch the game on TV, 11% of the game's audience will either second-screen the game or watch it exclusively on a smartphone, a study by mobile video ad network AdColony indicated. The most common mobile activities are texting (29% of survey respondents), playing video games (28%) and browsing social media (27%), the survey found. Those activities give marketers another chance to reach audiences while they watch TV or avoid it altogether.

Frank's isn't the only brand with counterprogramming to ride this year's Super Bowl buzz. GlaxoSmithKline's Tums brand of antacids this week unveiled a sweepstakes that asks Twitter users to rate moments during the big game that give them the most heartburn, such as fumbles, food or commercial breaks. Mint Mobile, the prepaid cellular service partly owned by actor Ryan Reynolds, is offering free service to people who sign up during the game. Volvo and Mercedes-Benz also have run similar hijack campaigns during past Super Bowls.