DraftKings may be forgoing a Super Bowl ad during the Big Game this year, but the sports betting operator is still participating in the giant marketing push around the event.
One partnership in particular that stands out is working with cosmetics company Nyx on a campaign called “The Big Fat Kiss”. Last year, Nyx aired a commercial during the game featuring Cardi B directing users to a QR code to view a more risque version of the ad.
This year, Nyx is forgoing an actual in-game commercial like DraftKings but mounting an online campaign centered around the celebratory kisses on field after the game, such as the notorious one between Kansas City Chiefs player Travis Kelce and his girlfriend Taylor Swift last year.
DraftKings is working with the brand to offer free-to-play bets about which players might be showing some PDA on the field. There is also a prediction contest around the halftime show featuring Kendrick Lamar. The prize pool around these contests amoutns to $60,000.
“We know that women are tuning into the Super Bowl in record numbers,” said Nyx General Manager for the U.S. Yasmin Dastmalchi when explaining the reasoning behind the campaign. “Last year’s Super Bowl brought in the most women viewers ever, at 58.8 million. “We’re all about tapping into culture, whether that’s entertainment or sports, and trying to be right in the middle of those big moments.”
After airing commercials during the Super Bowl the past four years but opted to skip a commercial this year. Meanwhile, the company’s top competitor, FanDuel, is bringing back a third iteration of its Kick of Destiny campagin, but swapping out Rob Gronkowski for the Manning brothers. In addition to a commercial during the game, the Mannings will execute their extra point kick attempts live as part of the pre-game coverage on FOX.
