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Fanathletes

Football, fantasy and the chance to win lots of cash… an appealing trifecta for any red-blooded fan. DraftKings and the daily fantasy category were poised to explode. And we helped welcome fantasy players everywhere to the big time.

Situation

In a new yet fiercely competitive category, the work had to drive customer acquisition and build the brand simultaneously. This led to a “branded response” strategy. The goal was to broaden the audience and welcome new players into the category. An aggressive media buy (putting it mildly) meant we needed a large body of work - 8 spots to be exact. To top it off, we had four weeks to do it all, start to finish.

Solution

The “Welcome to the Big Time” campaign honed in on the core emotion of why people play fantasy sports: the thrill of the win. This is a game where people play to outsmart their friends, secure bragging rights and win the office pool… except DraftKings had a much bigger pool of cash to offer. So we used these core motivations to tell a new generation of players about this bigger arena. Our data science team helped create an analytics roster to help attribute campaign attitudes to online behavior, allowing us to monitor and optimize work throughout the season.

Results

This work succeeded on multiple levels: it increased consideration and recommendation metrics over the competition... created a 10x lift in consideration vs. their previous direct response campaign... and achieved acquisition goals ahead of schedule, welcoming millions of new players to the Big Time.

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