DraftKings takes on new brand communication for NFL season 2015/16

Edward Norton

US daily fantasy sports operator DraftKings has taken a new approach to its marketing and brand communications for the start of the 2015/16 NFL season.

Announcing the launch of its multi-content advertising campaign “Welcome to the Big Time”, under the direction of new full service marketing agency Butler, Shine, Stern & Partners (BSSP), DraftKings aims to widen its appeal to mainstream US audiences.

San Francisco based BSSP have been tasked with widening the marketing appeal of DraftKings beyond its male centric target audience, as the fantasy sports operator looks to expand its presence and coverage during a key period for its operations.

The “Welcome to the Big Time” campaign has been narrated by Academy award winning actor Edward Norton, BSSP aims to position DraftKings as a more high-end brand than rival fantasy sports operators.

Speaking to US marketing news sources Patrick Kiss Managing Partner of BSSP commented on the campaign

“BSSP’s challenge with this new campaign was to explain how DraftKings works and why its platform goes beyond fantasy as usual. We immediately saw leveraging how fans interact with DraftKings as the best way to tell the brand’s story”

“We were searching for a voice and personality that reflected the brand, and specifically the competitive nature of our fan base”

The multi-content advertisement, will have a strong presence on US TV Networks with assigned coverage on Fox, ESPN, CBS and NBC networks.

DraftKings “Welcome to the Big Time” campaign


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