Would you take a photo of your groggy, mussed-haired, spittle laden self for a chance to win a 6-pack of energy drinks That’s exactly what 5-Hour Energy asked their followers to do with their #ShowUsYourTiredFace social campaign.

“We realized that it’s the Monday after that hurts,” said Melissa Skabich, the director of communications for 5-Hour Energy in a statement to Digiday. “So, we thought, ‘What about posting a photo of your tired face ’”

The campaign incorporated a few of 5-Hour Energy sponsored athletes, including former Nascar drive Michael Waltrip and current driver Clint Bowyer. Getting all of Twitter to share arguably their most unflattering photos has already increased followers by 9 percent. It helps that the campaign cleverly coincided with daylight savings time, when everyone is feeling the loss of an hour of sleep.