FanDuel Brings Mobile Sports Betting to Pennsylvania with Perplexing Pig Spot

FanDuel Group, a leading online sports and entertainment company, has launched the FanDuel Sportsbook app in Pennsylvania today with a new campaign by The Many. The spot features a 900lb service pig alongside her human companion, in a bowling alley. The strange scenario shows fans that there are some things in life that you might not realise are actually available, like an app that makes sports betting approachable in a legally regulated environment, or bringing your service pig to a bowling alley.

The spot sets the stage for FanDuel Group to make online sports betting easily accessible and more fun, making it simple, secure, and more convenient than ever to residents and visitors of Pennsylvania. Much of the company’s success is due to its focus on the customer experience, which led to it becoming the number one sports betting app in New Jersey.

“Now that sports betting is accessible to everyone in Pennsylvania, it should feel that way to consumers, but it doesn’t,” said Scott Harris, founding partner and executive creative director at The Many. “So we thought of the most fun way possible to normalise what seems out of the ordinary.”

“We’re taking something we know people love – online sports betting -- and making it easily accessible in Pennsylvania for the first time ever,” said Mike Raffensperger, CMO of FanDuel Group. “We’re bringing a betting experience that is simple, secure, and more convenient than ever to a brand-new market, and wanted our ads to be reflective of that in a fun, unique, disruptive manner.”

The 30-second spot opens with a perplexed bowler staring off camera, asking with a look of concern: “Can you do that here?” Cut to a well-dressed man sitting across the lane next to a giant pig, waving his phone in hand, who assures her that he can now bet on the FanDuel Sportsbook app anywhere in Pennsylvania, just like he can bring his service hog around with him.

To accommodate the 900lb pig named Marley, the production spanned two days so that she and the actor could get acquainted before working together. With her handler nearby, Marley also required constant feeding so that she would resist the urge to nibble on her co-star’s attire.