fanduel
sports equinox
Capabilities:
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.
1.5M
Hits on the new landing page.
91%
Positive sentiment.
163k
Total entries to the FanDuel contest.
It was one of the biggest sports moments in modern history. But the sports' market is notoriously crowded. FanDuel needed a way to cut through.
Make FanDuel famous by owning (and elevating) an underappreciated existing sports moment.
We needed to find a moment that was genuinely important to sport's 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 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.
FanDuel had a #1 search ranking, beating the likes of ESPN and received coverage across major news stations including 'The Today Show'.