With Independence Day falling right slap bang in the middle of the week this year, it's kind of hard to segue it into a long weekend. Unless you get a little bit of help from Smirnoff Ice.
The brand's Red, White & Berry product is promoting a national sweepstakes to give 100 people across the country two paid days off to take a "real July 4th weekend." People are being encouraged to post on Facebook or Instagram about how they'd celebrate if they had a five-day weekend, to be entered for the chance to be paid by Smirnoff Ice for the time that is being taken off. This will allow them to take off both July 5 and 6 off and celebrate properly (with, presumably, a lot of Smirnoff Ice).
The brand took out a full-page ad in the New York Times to promote the sweepstakes, and is also being promoted by banners on People.com.