DraftKings - "Big Game Blitz" promoting Super Bowl betting with celebrity endorsements
By collaborating with a makeup brand, DraftKings expanded its reach beyond traditional sports betting audiences, tapping into diverse demographics and blending sports entertainment with broader pop culture.
A notable aspect of the campaign is DraftKings' partnership with NYX Professional Makeup for "The Big Fat Kiss" activation, allowing users to predict pop-culture moments during the Super Bowl for a chance to win a share of $60,000 in prizes.
The campaign targets sports enthusiasts, bettors, and individuals interested in pop culture, aiming to engage both seasoned bettors and casual fans drawn by celebrity involvement and unique promotions.
TARGET AUDIENCE
About the
Campaign -
By collaborating with a makeup brand, DraftKings expanded its reach beyond traditional sports betting audiences, tapping into diverse demographics and blending sports entertainment with broader pop culture.
Core Theme of the Campaign -
1. Celebrity Collaborations: DraftKings partnered with NYX Professional Makeup and influencer Brittany Broski for a Super Bowl predictions game, merging sports betting with pop culture.
2. Innovative Promotions: The campaign featured "The Big Fat Kiss," where participants predicted pop-culture moments during the Super Bowl to win a share of $60,000 in prizes.
3. Enhanced User Engagement: By integrating non-traditional betting elements, DraftKings aimed to attract a broader audience, including those interested in entertainment and celebrity culture.
4. Strategic Timing: The campaign capitalized on the Super Bowl's massive viewership, launching promotions during the event to maximize exposure and participation.
5. Cross-Industry Collaboration: The partnership with a makeup brand showcased DraftKings' innovative approach to marketing, blending sports betting with beauty and fashion industries.
6. Record-Breaking Engagement: The Super Bowl saw unprecedented betting activity, with DraftKings reporting over 12 million bets placed and 2.5 million active customers during the game.
7. Market Expansion Efforts: Through unique collaborations and promotions, DraftKings aimed to differentiate itself in the competitive sports betting market, appealing to a wider demographic.
8. Positive Financial Outcomes: The campaign contributed to DraftKings experiencing one of its most successful Super Bowl events, with significant profits reported.