57 million people play fantasy sports in North America, yet less than 10% have tried daily fantasy games like ours. With 41% projected annual growth in entry fees, winning the customer acquisition battle is critical in establishing DraftKings as the #1 brand in the daily fantasy sports category. Research shows that interest in fantasy sports peaks every September with the start of the NFL season, making this by far the most important acquisition period of the year. Our primary objective, therefor, was to drive customer acquisition during this critical Q3 period, while also building the brand to become the preferred daily fantasy sports destination.
We knew there was some category awareness, but comprehension was the real challenge. So we set out to show consumers that DraftKings is simply a better version of the fantasy sports that people already know and love. The insight we landed on: DraftKings isn’t fantasy as usual – we give the player in all of us more ways to compete and win. Our “Welcome to The Big Time” campaign was a call to action inviting fans to compete in our weekly games. The creative aimed to break category conventions and build a more emotional connection with consumers by being relatable, aspirational, and focused on winning without losing sight of the fun. We created four unique executions featuring Academy Award nominated actor, Edward Norton, as our brand voice. Each spot pays off our audience’s love of fantasy sports, while highlighting the joys of competing and winning more frequently.
Clients are very excited with the success of the campaign. The brand hit its lofty Q3 acquisition goals and passed Fanduel to become the #1 brand in the category. Since the ads began airing, the brand gained 1 million new users, which is 10x larger than last year’s numbers during this period.