From what I've experienced, you start advertising a few days before Sunday, it helps if you have support from the more popular memers, (I had dashhopes throwing stuff out for Christmas vacation week, he was a huge help), and then you just own it for the dates that you picked. Make sure you tag your memes with the name of the week, and then if anyone uses the same tag just check it throughout the week and upvote/comment on any memes that come up. Me and redredwine pondered doing a walmart week, but she went kinda dark for a bit so I'm on hold for that one till shes ready. Let me know if you want to try it, I'll definitely support you! Love me some gump.