Sidelining the Competition During the Super Bowl
Sidelining the Competition During the Super Bowl
Challenge: With the proliferation of legalized sports betting, FanDuel aimed to establish itself as the differentiated leader in this highly competitive arena and drive new users to the platform in the weeks leading up to the Super Bowl.
Approach:
- Built an integrated comms strategy leading up to the “Kick of Destiny” campaign starring NFL star Rob Gronkowski that culminated in the first live Super Bowl ad
- Leveraged Gronk, FanDuel execs, talent and dynamic social content to tease the kick and build consumer excitement for the six weeks leading up to the game
- Secured high profile opportunities for Gronk to hype up the kick on The Tonight Show with Jimmy Fallon & GMA
- Presented an on-site press conference with Gronk at Radio Row
- Secured opportunities across Radio Row for Gronk, FanDuel TV talent and CEO Amy Howe, including CNBC, NFL Network, CNN and more
- Hosted Super Bowl war room to monitor and engage across all social media platforms and interact with consumers in real-time
Impact:
- Added 2M+ more users than during the previous Super Bowl
- FanDuel owned the Share of Voice among all competitors in sports betting, owning 85% of the total SOV, and finished in the top 4 of all SB sponsors in social SOV
- Earned coverage and conversation from top outlets including AP, Good Morning America, TODAY, Fast Company, People, Variety and The Tonight Show
- Enhanced FanDuel’s brand health, customer acquisition and user activity to their highest totals ever, at one point driving upwards of 50k bets/minute
- The campaign won several Sports CLIO Awards, including a Grand Clio, the esteemed program’s “best in show” award
