Super Bowl Sunday is a time for spicy jalapeno poppers, hot wings and heartburn. TUMS wanted to encourage fans to go all in on food - so we whipped up TUMS PROP BITES.
We partnered with Draftkings and instead of novelty Prop Bets, you could place Super Bowl food-related gametime wagers and win real money. Because with TUMS fast heartburn relief, food is never a gamble.
TOP PRESS
PROP BITES doubled DraftKings' typical benchmark with over 103,000 players and earned 3 billion+ impressions across editorial and social. All in, TUMS grew share +3 points vs competitors.
Led creatives teams Lilly, Josh, Hillary, Anna, Aaron, and Amanda on this one with support from Michelle and Chris.