NYX Super Bowl Campaign with DraftKings

NYX Super Bowl campaign is a social-first activation that placed beauty, sports, and pop culture at the forefront. Partnering with DraftKings, we launched The Big Fat Kiss, a free-to-play contest inviting fans to predict the first televised victory kiss of the night—be it Travis Kelce and Taylor Swift, Josh Allen and Hailee Steinfeld, or Jalen Hurts and Bry Burrows. To lead the conversation, we collaborated with internet personality Brittany Broski for a digital rollout highlighting our viral Fat Oil Lip Drip. This campaign marked a significant milestone as we became the first beauty brand to partner with a betting platform like DraftKings.

Notably, female engagement in football has seen a substantial rise, with a record 58.8 million women tuning into the Super Bowl last year. This surge is partly attributed to the "Taylor Swift effect," as her presence at NFL games has drawn new female fans to the sport.

With $60,000 in total prizes up for grabs on DraftKings, we demonstrated that game day culture encompasses more than just football—it celebrates the moments that resonate with fans across diverse interests.