Wanting to get in on the action, Heineken USA tasked TracyLocke with creating a Twitter sweeps and in-store promotion that would coincide with Super Bowl XLIX. I worked as lead copywriter for "What's Your Play?", brainstorming, writing, and editing hundreds of tweets for the promo, as well as creating copy to be used for in-store POS and B2B advertisements. The @WhatsYourPlay handle served to raise awareness for the sweeps and Heineken brands, explain the rules, and provide people with relatable, humorous, and exciting content. On Playoff game days and during the Super Bowl, users following @WhatsYourPlay could tweet the account with their "best play" in response to one of our scenarios for randomized chances to win a range of prizes. The 2015 promotion was such a success that Heineken came back to us for 2016; I once again worked as lead copywriter on the entire promotion.