money NYX teams with DraftKings for Super Bowl LIX predictions game
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Dive Brief:
NYX Professional Makeup has teamed with DraftKings for a social campaign and free-to-play activation that allows consumers to make predictions on pop-culture moments that may happen during Super Bowl LIX, per details shared with Marketing Dive.
“The Big Fat Kiss” stars podcaster Brittany Broski and highlights NYX’s Fat Oil Lip Drip. Through DraftKings, consumers can make predictions on kisses and other moments that could occur during the game for the chance to win a share of $60,000 in total prizes.
NYX is the first makeup brand to work with the sports-betting platform for a free-to-play collaboration, per the release. The effort is a signal of how brands like NYX, which advertised in-game during Super Bowl LVIII, are getting in on the big game hype without dropping millions on a spot.
Dive Insight:
NYX is shining the spotlight on its Fat Oil Lip Drip lip gloss during one of the flashiest nights of the year for marketing, but is taking a less conventional approach than a traditional ad buy to instead link with sportsbook DraftKings for a pop-culture play. A number of brands this year have adopted a similar strategy as the cost of running an in-game ad continues to increase, with some 30-second spots reportedly going for as much as $8 million.
Through the tie-up with DraftKings, consumers on the platform’s app or website can make free predictions on key moments that could take place during the Super Bowl broadcast during both the game itself and the halftime show. For example, consumers can predict if any player will blow a kiss as their touchdown celebration directly after scoring, or they can guess if the Kansas City Chiefs’ Travis Kelce will get a kiss on the official postgame broadcast. Consumers could also predict things like whether or not there will be a marching band during the halftime show.
Consumers who take part in the DraftKings activation have the chance to win a share of $60,000 in total prizes. The tie-up between NYX and DraftKings comes amid the rise of legal online gambling, which could drive more consumers to utilize a second screen while viewing the game. For NYX, the effort could help it grow loyalty among existing customers while also attracting new audiences. Tums also partnered with DraftKings recently for an online game around food and drink combinations.
NYX has begun sharing content on its social channels, including TikTok, as part of its “The Big Fat Kiss” campaign. The brand made its Super Bowl debut last year with “Lips Only,” an ad that starred rapper Cardi B and promoted the brand’s Duck Plump lip gloss. However, a truncated version of the ad was aired when the original spot, which included a “breaking news” alert about men putting the lip gloss where it shouldn’t go, was not approved for broadcast.
Beyond NYX, other brands who are marketing around the Super Bowl without an in-game ad buy include Avocados from Mexico, Frito-Lay’s Tostitos and Mars’ Twix. NYX often attempts to link its marketing to pop-culture. Earlier this year the brand launched NYXTape, a mixtape featuring five independent women artists and songwriters, which it released with TikTok’s SoundOn platform.
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