Dive Transient:
- NYX Skilled Make-up has teamed with DraftKings for a social marketing campaign and free-to-play activation that enables customers to make predictions on pop-culture moments that will occur throughout Tremendous Bowl LIX, per particulars shared with Advertising Dive.
- “The Large Fats Kiss” stars podcaster Brittany Broski and highlights NYX’s Fats Oil Lip Drip. Via DraftKings, customers could make predictions on kisses and different moments that might happen throughout the sport for the prospect to win a share of $60,000 in complete prizes.
- NYX is the primary make-up model to work with the sports-betting platform for a free-to-play collaboration, per the discharge. The hassle is a sign of how manufacturers like NYX, which marketed in-game throughout Tremendous Bowl LVIII, are getting in on the large sport hype with out dropping tens of millions on a spot.
Dive Perception:
NYX is shining the highlight on its Fats Oil Lip Drip lip gloss throughout one of many flashiest nights of the 12 months for advertising, however is taking a much less typical strategy than a conventional advert purchase to as an alternative hyperlink with sportsbook DraftKings for a pop-culture play. Quite a few manufacturers this 12 months have adopted the same technique as the price of working an in-game advert continues to extend, with some 30-second spots reportedly going for as a lot as $8 million.
Via the tie-up with DraftKings, customers on the platform’s app or web site could make free predictions on key moments that might happen throughout the Tremendous Bowl broadcast throughout each the sport itself and the halftime present. For instance, customers can predict if any participant will blow a kiss as their landing celebration straight after scoring, or they’ll guess if the Kansas Metropolis Chiefs’ Travis Kelce will get a kiss on the official postgame broadcast. Customers might additionally predict issues like whether or not or not there shall be a marching band throughout the halftime present.
Customers who participate within the DraftKings activation have the prospect to win a share of $60,000 in complete prizes. The tie-up between NYX and DraftKings comes amid the rise of authorized on-line playing, which might drive extra customers to make the most of a second display whereas viewing the sport. For NYX, the trouble might assist it develop loyalty amongst current prospects whereas additionally attracting new audiences. Tums additionally partnered with DraftKings lately for a web based sport round foods and drinks combos.
NYX has begun sharing content material on its social channels, together with TikTok, as a part of its “The Large Fats Kiss” marketing campaign. The model made its Tremendous Bowl debut final 12 months with “Lips Solely,” an advert that starred rapper Cardi B and promoted the model’s Duck Plump lip gloss. Nonetheless, a truncated model of the advert was aired when the unique spot, which included a “breaking information” alert about males placing the lip gloss the place it shouldn’t go, was not permitted for broadcast.
Past NYX, different manufacturers who’re advertising across the Tremendous Bowl with out an in-game advert purchase embrace Avocados from Mexico, Frito-Lay’s Tostitos and Mars’ Twix. NYX usually makes an attempt to hyperlink its advertising to pop-culture. Earlier this 12 months the model launched NYXTape, a mixtape that includes 5 unbiased girls artists and songwriters, which it launched with TikTok’s SoundOn platform.
