TUMS X DraftKings: Prop Bites

Gen Z and Millennials consider themselves too young to turn to TUMS when they need heartburn relief. So this Super Bowl, it was our job to show them how they can double down on their favorite gametime food without fear. Enter: Prop Bites. 

For Super Bowl LVIII in Las Vegas, we partnered with DraftKings to let fans make Prop Bites — the world’s first-ever prop betting on spicy, greasy, cheesy food airing during the Big Game commercials. Fans could make their Big Game Bites on DraftKings before kick-off for a chance at some serious cheddar — $10K. To launch, we drafted comedian Desus Nice to be the Official TUMS Prop Bites Tipster — dishing his hot takes and big bites on digital and social content leading up to the Big Game. We even had our very own Prop Bites Casino in Vegas the week leading up to kickoff.

Creative Partner: Aaron Straka, Creative Director - Art

Role: Creative Director - Copy. Aaron and I concepted the idea and partnership behind Prop Bites.

Team: Michelle Tucker, Christopher Swanson, Lily Evans, Hillary Dado, Harry Haveles, Tom Hehir