HOW WE REACHED FOR THE SPORTING STARS

Every so often, the games of four major sports – basketball, football, hockey and baseball – align and fall on a single, magical day: the Sports Equinox.

Here’s how we helped FanDuel, a fantasy sports and Sportsbook platform, build a connection with this celestial sporting event that got millions of people engaging with the brand.

THE BUSINESS PROBLEM

The sports market is notoriously crowded. How could FanDuel cut through?

THE ZAG

Make FanDuel famous by owning (and elevating) an underappreciated existing sports moment.

THE SOLUTION

We needed to find a moment that was genuinely important to sports fans, but not so well known that everyone else was already talking about it. Fortunately, the sporting stars were about to align on 27 October 2019, when NFL, NHL, MLB and NBA games were all set to take place in the space of 24 hours.

With only six weeks to put it all together, the pressure was on. But we pulled it off, with an integrated campaign that covered a social and digital (including a dedicated microsite), TV ads, activations in places including Times Square, a free contest, in-stadium airings and even a gospel choir singing FanDuel’s praises.

THE RESULTS

●      1.5 million hits on the new landing page.

●      Coverage across major news stations including The Today Show.

●      We got people talking on social: 5x the normal conversation with 91% positive sentiment.

●      A number one search ranking for FanDuel, beating the likes of ESPN.