FanDuel’s Super Bowl Strategy Shows How Ongoing Narratives Drive Brand Loyalty

The Super Bowl isn’t just the biggest night in football – it’s the big game for brands too. While most advertisers treat it as a one-night spectacle, one brand has cracked the code in crafting a long-term story that continues to make substantial impact and grow year after year.

For three years running, FanDuel, America’s leading Sportsbook, has orchestrated the “Kick of Destiny,” a months-long campaign that culminates in a live ad spot on Super Bowl Sunday. The storyline sees retired NFL stars attempt to successfully kick a field goal, and FanDuel customers are given the option to make a pick on the outcome for a chance to win part of $10 million in bonus bets.

Keeping Fans Hooked 

In the inaugural Kick of Destiny at Super Bowl LVII, Rob Gronkowski starred in the campaign and took his debut kick. Despite months of documented practice and coaching from former NFL kicker Adam Vinatieri, he ultimately missed (in all fairness, it was rather windy in the Arizona desert), leaving fans in shock and wondering what was next for the former tight end.

In an effort to seek redemption for the prior year’s miss, Gronk was at it again for Kick of Destiny 2 during Super Bowl LVIII. While hopes were high that he would succeed, his second miss led him to walk off the field mumbling, “I guess I’m not a kicker after all.”

The campaign this year saw an evolved concept, as NFL legends and brothers Peyton and Eli Manning squared off for the first time ever on Super Bowl Sunday, taking their turn to try and make the kick. Younger brother Eli came out victorious in the second round of their competition. In this year’s iteration, fans were able to pick which brother they thought would win, and customers who picked correctly received an equal portion of $10M Bonus ets. 

The Business Impact: FanDuel’s Winning Streak

Regardless of the athletic results, this effort has been remarkably successful for three years running in building brand value for FanDuel. The numbers tell a compelling story:

• In Kick of Destiny’s first year, more than 2 million players bet during the game, with a record-setting 50,000 bets per minute
• The second year saw FanDuel’s biggest day ever, with 2.5 million active users placing bets and $307 million in handle on the game
• This year, momentum only accelerated, with nearly 3 million active users and peak activity hitting an astounding 70,000 bets per minute

Why Long-term Narratives Matter

It’s a reminder that building an audience – even at expensive, crowded, tentpole events like the Super Bowl – is not a one-time effort. By committing to “Kick of Destiny” three years running, with an accompanying integrated campaign inclusive of social extensions and PR moments, FanDuel illustrates the value of long-term narrative building and reputation work.

At MWW, we have extensive experience in both sports and brand storytelling. Talk to us if you’re curious about what we can do for you: