This year, DraftKings’ customers will have nearly 1,000 unique markets available to bet on before and during the game, from various same-game parlay options to fun novelty prop bets like the coin toss, the color of Gatorade to be poured on the winning head coach and more.įromm: How has DraftKings leveraged insights to impact your customer experience (CX) or alternatively, what’s your CX strategy?

Historically, the game itself has been the most bet single event of the year on our sportsbook since we first started taking bets on Super Bowl LIII in 2019. Jason Robins, DraftKings: The Super Bowl represents the culmination of our busiest season on the sports calendar. He also got some pointers and advice from one of the best kickers to ever do it, Adam Vinatieri, so I think he will be ready to go when it’s game time and we will all be rooting for him on Super Bowl Sunday.įromm: How big of an event is the Super Bowl to DraftKings? Yes, ever since Gronk found out about the kick he has been training really hard. Also, fans who are 21 or older can take their own shot at the “Kick of Destiny” on-site at the Super Bowl Experience with the chance to win a voucher for a $25 Bonus Bet at the FanDuel Sportsbook at the Footprint Center or be a part of the bigger prize on Super Bowl Sunday. Fans who are in Phoenix will be able to take photos with the “The Foot of Destiny,” a replica of Gronkowski’s foot.

The integrated Kick of Destiny campaign features TV and digital spots leading up to the Super Bowl that will take fans through the story of Gronkowski finding out about the kick, training for the kick, and culminating with the live kick during the Super Bowl broadcast. Instead, we want FanDuel to be part of the story of the Super Bowl, that story starts during the playoffs and ends with an entertaining moment that is inherently part of the game.

Sneyd: Overall, the strategy was about not making a Super Bowl ad.

Fromm: How would you describe FanDuel’s advertising and activation strategy around the event? Is Gronk in training?

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