Late October saw FanDuel launch a new campaign celebrating a ‘Sports Equinox’ when the four major sports – NBA, NFL, NHL and MLB – all play games on the same day.
This is a rare alignment of the US sports calendar and has only happened 18 times in history and will occur again on 27 October.
The initiative, developed in harness with creative agency BBH New York, sets out to pay tribute to the special day for Amwerican sports fans and treats it as a blessing from the sporting deities.
The work is built on FanDuel’s ongoing ‘More Ways to Win’ campaign and the message is that the Sports Equinox offers fans a 24hour period with the most ways to win.
The campaign is fronted by a hero spot and it includes a bespoke contest experience within the FanDuel app, TV commercials, billboards (including a poster in New York’s Times Square), out-of-home projections, social content, stunts (including a roving Sports Equinox choir appearing at sports venues), custom AR Face Filters for Instagram, custom merchandise and a data-powered Sports Equinox clock counting down to the momentous day.
A 30-second ad features a choir singing ‘Four Sports / One Day’ as each sport icon aligns and features this clock with four moving rings which will lock together in place when a Sports Equinox is imminent.
At the close of the spot, fans are channelled www.Sports-Equinox.com where consumers are can access to a digital version of the Sports Equinox clock which uses live sports data to predict when the four sports align in all their glory.
FanDuel also created a bespoke free-to-play Sports Equinox contest on the big day where players have a chance at winning around $270,000 in payouts.
If AD scores 20+ points tonight, not only will you get your first entry fee into the NBA Clutch contest refunded but we are going to add $20K to the #SportsEquinox free play payout on Sunday
Learn morehttps://t.co/EnBLW112OW pic.twitter.com/W97qBuwVrA
— FanDuel (@FanDuel) October 23, 2019
As well as the lead video, the campaign includes a series of pre-launch TV teasers which are ‘interrupted’ with five seconds of the mysterious Sports Equinox clock.
There is a chance on 10/27, that all 4 major sports will be in action on the same day
This rare sports phenomenon is called the #SportsEquinox, and this year we're celebrating it with the first ever Sports Equinox Free Play
For more infohttps://t.co/EnBLW112OW pic.twitter.com/aCNARYZAtI
— FanDuel (@FanDuel) October 22, 2019
The campaign was created by a team from agency BBH NY which included Chief Creative Officer Gerard Caputo, Associate Creative Director Van Gould, Associate Creative Director Chris Sheldon, Head of Design David Trumpf, Senior Art Director Mussashi Shintaku, Designer Nicholas Lucaccioni, Head of Account Management Alex Monger, Account Director Shana Honig Horowitz, Account Manager Cris Flores, Senior Strategist Philip Shipley, Comms Planner Chris Wiegand, Head of Production Brooke Kaylor, Content Producer Meg Volk, Executive Producer Lauren Fertitta and Senior Producer Taylor Hills.
The production company was Black Sheep Studios were the team included Creative Director Jim Schwartz, Supervising Producer Marc Baill, Motion Designer Roman Micevic, Sound Designer Kevin Hastings, Solution Architect Andrés Bonilla, Director of Business Affairs Librado Sanchez and Project Director Adam Taverniti.
The initiative was developed for a client team at FanDuel which included Chief Marketing Officer Mike Raffensperger, Executive Creative Director Steven Giraldi, VP Communications & Brand Strategy Simon Kennedy, VP Integrated & Product Marketing Kelley Walker, Associate Creative Directors Keith Wasser and Edgar Gallardo, Director of Project Management Kelsie Wenzel and Director of Integrated Marketing AJ Mazza.
Plus input from production company Zoic and Creative Director Julien Brami, Art Director Sean Starkweather, Executive Producer Jason Cohon, Producer Derek W Johnson, Previs Artist Lochlon Johnston, FX Artist Ron Johnson, Modeler Shamus McGlynn with music by Butter Music Berlin.
Comment:
A smart way to leverage a rare sports extravanaza and, no doubt, a busy day ahead for US sports fans, rights holders, sponsors and for the Activative team
Links:
FanDuel
https://www.fanduel.com/fantasy-football
https://www.youtube.com/user/FanduelVideos
https://www.instagram.com/fanduel
https://www.facebook.com/FanDuel
BBH New York
https://www.bartleboglehegarty.com/
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