America’s manliest event,
outshined by a kiss.
NYX Big Fat Lips drip oil - Super Bowl Big Fat Kiss
NYX, a disruptive beauty brand, crashed the Super Bowl with a social-first activation blending beauty, sports, and pop culture.
In partnership with DraftKings, we launched BIG FAT KISS BET:
a free-to-play contest where fans bet on the night’s best WAGs* kisses.
With “Internet Queen” Brittany Broski leading the digital rollout and our viral Fat Oil Lip Drip in the spotlight, NYX became the first beauty brand to team up with a betting platform.
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 NYX Big Fat Kiss , we proved that game day isn't just about touchdowns.
It’s all about the moments that truly steal the show.
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(*WAGs = Wives & Girlfriends)