Tums goes all in on food with Prop Bites platform
The Super Bowl is weeks away and Tums is getting in on the big day’s action with Prop Bites, a collaboration from DraftKings.
Tums Prop Bites is a platform where fans can make their free food picks and see how they stack up against the rest of the nation. Those who participate will be eligible for a shot to win cash prizes, the company said.
“We as a brand understand and appreciate the importance that people place around game day food," said Jissan Cherian, senior director of digestive health at Tums. "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.”
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The Prop Bites platform allows fans to try and pick which foods have won America’s top pick, and DraftKings will be giving away a share of $10,000 to lucky winners who are aged 18 years old and older.
“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,” said Jay Danahy, head of brand partnerships and ad operations. “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 way to engage with the events they love.”
To help introduce the platform, Tums is also joining forces with comedian Desus Nice as the Official Tums Prop Bites Tipster. In this role, Desus Nice will be featured in digital and social content in the lead-up to the big day and sharing insight on how to cash in on the opportunity, the company said.
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“I’m thrilled to help launch Tums Prop Bites and allow food and sports fans to go all in on the most hyped part of the Big Game—the food,” said Nice. “Let’s be real, a lot of people watch the Big Game for the food and the vibes, and now Tums is giving this audience an opportunity to go all in on food, without the worry of heartburn, and a chance to win cash prizes.”
The Tums Prop Bites platform will close at kickoff on the day of the Super Bowl.
