TUMS Teams Up with DraftKings for its Fantasy Foodball Game Ahead of Super Bowl
Editor’s Note: This story has been updated to reflect required terminology guidelines for game styles. Specifically, the term “shot” is used instead of “chance” to avoid any potential misunderstanding regarding how users can win.
As the Super Bowl is coming very soon, TUMS is partnering with Draftkings for the second year in a row to connect with fantasy football fans with its original game.
This innovative, free-to-play game lets participants draft favorite food and drink combinations for a shot to win cash prizes. To amplify excitement, TUMS extended gameplay across four weeks, starting in January to coincide with the playoffs and sustain engagement throughout the postseason.
TUMS’ Brand Director Patricia Melo, leveraged insights from a recent study revealing that over half of respondents (54%) believe the food spread can make or break the Big Game experience, with 1 in 4 prioritizing food over any other aspect. Embracing its mission to help fans ‘love food back,’ TUMS partnered with DraftKings for the second year to launch the TUMS Fantasy Foodball Pool.
“Hundreds of brands activate timed to the day of the Big Game itself. Starting earlier and aligning with the playoffs allows TUMS to stand out and drive consideration throughout the post-season,” said Melo. “Not only does an earlier launch allow us to engage with fans longer via the game itself and on social media, it also gives us an opportunity to involve our retail partners, ultimately helping expand our points of interaction with consumers as they shop.”
From now through the Big Game, fans have a shot to win a share of $40,000 in total cash prizes by participating in weekly themed contests. Each week features a unique theme: Tailgate Foods (Jan. 6–12), Spicy Foods (Jan. 13–19), Sweet Foods (Jan. 20–26), and New Orleans Foods (Jan. 27–Feb. 9).
The former two-time Super Bowl champion, Vince Wilfork, is lending his combined expertise as a Fantasy Foodball analyst to the second year of TUMS’ fantasy game. The financial agreement was not disclosed, although both parties took to Instagram to announce this on their own accounts, which have more than 110 likes and 7000 views combined.
In addition, the brand has used TikTok to share original content starting earlier this month to promote the game while also showcasing its recent media event in which Wilfork was invited to participate as a guest of the brand.
“Beyond TUMS’ ongoing mission of reaching new heartburn sufferers and helping consumers love food back with our fast-acting heartburn relief formula, we hope the campaign builds long-term brand equity with our key audience,” said Melo. “Overall, with anything we do as a brand, we want consumers to know that TUMS understands that while heartburn is a part of life, they don’t need to hold back from enjoying the things they love.”
TUMS will have an in-person presence at this year’s Super Bowl like they did last year. The brand aims to help attendees fully enjoy the city’s food and drink culture without worry. Over there, TUMS will offer free samples of TUMS Chewy Bites, exclusive swag, photo opportunities, and details on how to participate in the final round of the TUMS Fantasy Foodball Pool. Though it is unclear if the brand is advertising on social media during the Super Bowl.
