DraftKings brings marketing in-house for latest NFL campaign
CMO Tom Goedde wants to keep up with the speed of the operator’s sports content and make the team more agile
DraftKings has brought its marketing in-house for its upcoming NFL campaign to keep the company more agile.
Speaking to Ad Age, DraftKings CMO Tom Goedde said the move would enable the firm to keep up with the speed of its sports content.
“I put the challenge to our creative team that I want TV-quality creative turned around in 24 hours and I want digital turned around in 15 minutes,” Goedde said.
Ahead of the September’s NFL season, the firm has rolled out its latest ad campaign “Making it Reign”, which depicts players’ reactions to winning and losing their bets.
Another TV-spot outlines the operator’s Million Dollar Sweat contest, offering users a chance to win $100m in week one of the upcoming tournament.
Goedde told Ad Age the ads were trying to cultivate an emotional connection to the brand which has not been prioritized in the past.
“It’s about eventually bringing this around as a lifestyle brand and less of a transactional experience,” he said.
DraftKings previously used Deutsch New York to produce its campaigns.
FanDuel recently signed New York ad agency BBH New York to produce its NFL campaign.