Popular makeup company Nyx has taken the unusual step of partnering with DraftKings for its upcoming Super Bowl ad campaign. The big game takes place on Sunday, with brands getting ready for what is the most-watched television event every year in the US.
The L’Oreal-owned Nyx made its mark last year when it ran a Super Bowl commercial for the first time, showcasing a raunchy range of ads involving Cardi B. While it won’t be running a television ad this time around, it has revealed the theme of its “The Big Kiss” social media-focused campaign, centering around kisses that occur in the aftermath of major sports victories.
Nyx General Manager Yasmine Dastmalchi emphasized that a record 58.8 million female viewers watched the Super Bowl last year, so it’s a great opportunity for the brand to get in front of all those eyeballs.
Nyx will sponsor free-to-play contests for unique markets on DraftKings
As part of its campaign, Nyx will sponsor free-to-play contests for unique markets on DraftKings, such as which athlete will be seen kissing their significant other following the game. The prizes will reach $60,000.
While Dastmalchi knows it’s an unusual partnership, she believes it’s a good opportunity to “put ourselves in the middle of these cultural moments.”