- NYX Professional Makeup has teamed with DraftKings for a social campaign and free-to-play activation that permits consumers to make predictions on pop-culture moments which will occur 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 could make predictions on kisses and other moments that would occur in the course of the game for the prospect to win a share of $60,000 in total prizes.
- NYX is the primary makeup brand to work with the sports-betting platform for a free-to-play collaboration, per the discharge. The effort is a signal of how brands like NYX, which advertised in-game during Super Bowl LVIII, are getting in on the large game hype without dropping thousands and thousands on a spot.
NYX is shining the highlight on its Fat Oil Lip Drip lip gloss during one in every of the flashiest nights of the 12 months for marketing, but is taking a less conventional approach than a conventional ad buy to as a substitute link with sportsbook DraftKings for a pop-culture play. Various brands this 12 months have adopted the same strategy as the fee of running an in-game ad continues to extend, 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 could make free predictions on key moments that would happen in the course of the Super Bowl broadcast during each 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 will 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 can be a marching band in the course of the halftime show.
Consumers who participate within the DraftKings activation have the prospect 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 hassle could help it grow loyalty amongst existing customers while also attracting latest audiences. Tums also partnered with DraftKings recently for an internet game around foods and drinks combos.
NYX has begun sharing content on its social channels, including TikTok, as a part of its “The Big Fat Kiss” campaign. The brand made its Super Bowl debut last 12 months 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 unique 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’re marketing across 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 12 months the brand launched NYXTape, a mixtape featuring five independent women artists and songwriters, which it released with TikTok’s SoundOn platform.
Read the complete article here
