How FanDuel improved digital conversion 33% by making the fans the hero.
Daily fantasy blew up in 2015 and FanDuel quickly became the leader in daily fantasy sports. Their innovative technology made playing fantasy more lucrative with weekly winners and huge cash prizes.
Drafting New Recruits
With 65% market share, they set the pace for the industry, but because the market was so new, the race was on to gain more first-time players before the market became oversaturated. Our challenge was to produce creative to run on social and digital channels as well as draw new players.
Writing a New Playbook
FanDuel had pushed such a heavy media spend on traditional television and radio that they had alienated the target that they really wanted to attract. Our strategy was to take the creative into a different direction to show the fan as a relatable sports enthusiast who plays FanDuel to enhance the game watching experience.
DURING THIS PROCESS WE CREATED NEW ADS AND IMAGERY FOR THE FANTASY CHAMPIONSHIPS TO HELP REINFORCE THEIR BRAND POSITION.
Making the Fantasy a Reality
Next we vetted and chose FanDuel players from across the country who weren’t big-time money winners, but instead played FanDuel because it made the game more exciting. Each player was then filmed in their own home with their friends on an NFL gameday so we could capture their natural reactions.
The heroes of FanDuel are the fans that make the game more exciting.
Capturing the Excitement
3FULL DAYS OF VIDEO
The Final Score
In the first week of promotion the videos created a new direction for FanDuel’s digital presence. Each video was used to target first-time players through Facebook. After 175,000 plays in the first week of play the responses were almost immediate. The videos increased CTR by 33% and first-time players related to the brand in a way they never had before.
INCREASE IN CTR