THE KICK OF DESTINY
earned | celebrity | social | digital | pr
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.
ACTION: Get Gronk. Do something really cool with him. Let people bet on it.
A FEW RESULTS
• 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
• 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
