Tums Offers Big Game Snack Bets With DraftKings
Ahead of the Super Bowl LVIII on Feb. 11, Haleon’s Tums has teamed up with sports betting company DraftKings to launch a Big Game-themed campaign dubbed “Prop Bites.”
Prop Bites offers a dedicated microsite (TumsPropBites.com) within the DraftKings website and mobile app where fans can make prop bets (i.e., side bets not directly tied to the final score of the main event at hand) on snack food picks, and see how their bets stack up against the rest of the nation for a shot to win cash prizes.
Tums says this campaign was inspired by the rise in popularity in novelty markets and placing prop bets on the Super Bowl, like the outcome of the coin flip or the color of the sports drink bath, according to a media release. And Tums found there was no dedicated place for fans “to go all in on the most hyped Big Game goods of all — the food.”
Tums says Prop Bites allows fans to try to pick which foods have won America's hearts and stomachs, “from buffalo wings to pizza, and every dip, chip and sip in between,” per the release. The game is free to play and spans 21 multiple choice prop questions participants must answer correctly based on what they think is the most common answer to win a shot at a share of $10,000 from Tums and DraftKings. The answer with the highest percentage of player selections will be declared the winning answer for that prop. The game opened Jan. 15 and closes at 6:30 p.m. ET on Feb. 11.
Participants must be 18-plus and have (or create) a DraftKings account. The betting game can be accessed via the dedicated URL or through the Pools tab from the DraftKings website/app.
"The Big Game is obviously a major tentpole for DraftKings each year. This year, we're excited to partner with Tums to create Tums Prop Bites and let food fans get in on the competitive action on game day and leading up to it," Jay Danahy, head of brand partnerships and ad operations, said in the release. "Food is a key part of the Big Game experience for fans watching at home, and Tums Prop Bites creates an authentic extension of what DraftKings is all about, providing customers with more ways to engage with the events they love."
Campaign Support
To introduce Tums Prop Bites, the antacid brand recruited comedian Desus Nice as the “Official Tums Prop Bites Tipster.” In this role, Nice is featured in digital and social media video content and ads during the lead up to the Big Game, where he dishes out all the hot takes on how to cash in on this opportunity.
Since Tums Prop Bites closes at kickoff on Super Bowl Sunday, the brand has also partnered with Gopuff to deliver free Tums during halftime. Consumers can visit a dedicated Prop Bites-themed microsite (TumsHalftimeHeroes.com) during halftime to receive a free 60-count bottle of Tums Chewy Bites (while supplies last). It’s unclear how consumers will redeem the freebie on game day, whether by promo code or another way.
In addition, DraftKings and Tums will kick off the Big Game weekend in Las Vegas by hosting a Tums Prop Bites food casino at Circa Stadium Swim on Friday, Feb. 9, from 12 p.m. to 6 p.m., where Nice will make an appearance and guests can play games for free for a chance at prizes.
Circa Hotel guests and Stadium Swim Pool Party ticketholders can get into the event at the designated Tums Prop Bites casino area for free, and others can purchase a pass to Stadium Swim in person at Circa or online. Attendees will have the opportunity to try free samples of Tums Gummy Bites and win exclusive merch.
"We as a brand understand and appreciate the importance that people place around game day food," Jissan Cherian, senior director, digestive health at Tums, said in the release. "With Tums Prop Bites, we're able to celebrate the love for food alongside football, while reminding fans that Tums fast heartburn relief allows them to enjoy their Big Game spreads without the risk of heartburn."