This Super Bowl, it was our job to Gen Z and Millennials how anyone can bet on food like you can bet on TUMS. 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 before kickoff that had everyone feeling lucky, annnd full on snacks.

Creative Concepting Partner: Aaron Straka - Creative Director, Art
Execution Team: Michelle Tucker, Christopher Swanson, Lily Evans, Hillary Dado