DRAFTKINGS – “ANYTHING CAN HAPPEN”

DraftKings holds a 25% market share in a space dominated by FanDuel. In an $18 billion US sports betting market, how do you compete against the industry leader as the scrappy underdog?

It starts by understanding sports betting isn’t just about the odds. It’s driven by those magical moments when time stops. When you simply can’t believe what you’re seeing. When anything can happen.

While competitors fight to be the first app users should download, DraftKings chooses to get in the trenches with fans and celebrate those moments of disbelief.

instant replay sponsorship

ESPN SPORTSCENTER segment sponsorship

Youtube Pre-roll compilation

DIGITAL AUDIO STREAMING SPOTS

TO GET THIS EXPERIENCE OFF THE SCREEN AND Into people’s hands, draftkings collaborated with topps to create a limited-edition collection of trading cards.

Introducing the Playbook Pack

Each pack contains six packs and could include one-of-one cards autographed by players, DraftKings promo code vouchers, or free tickets to select NFL, NBA, and MLB games.

This was made on spec.

Creative director: Rich Wakefield

Art director: David Hoffman

I wrote copy throughout, used iMovie to cut together the Instant Replay clip, the SportsCenter clip, and the YouTube spots, and used Logic Pro and Play.ai to create the digital audio spots (the voiceover is AI).