Fan Duel is doing it again with the big time super bowl kick from former pro bowl tight end Rob Gronkowski in The Kick of Destiny 2. They literally say at the beginning of one of there commercials, "never do the same thing twice." This statement just adds comedic value to the campaign and give the impression that this is comedy. I decided to choose this commercial campaign because while I was watching NFL football, it stood out to me, and called to me, as it tells a story rather than straight up advertises a product. These types of commercials are rarely seen and most common around, or day of the super bowl, where audiences attention is hyper-focused, ready for action, and looking for something new.
Fan Duel is a very popular fantasy and sports betting app that has partnered with the NFL to bring in more of audiences involvement and attention. This article explains why the company has been hyping up a fan promotion called the Kick of Destiny 2. this promo is supposed to bring in more people to their app by letting you place a bet on whether or not Rob Gronkowski will make a super bowl kick, in which the prize award is $10,000,000 split among the fans who voted right. This campaign advertises that by giving us an introduction and the start of a story on how Gronk is going to achieve his redemption from the kick he missed last year. One of the commercials shows us Gronk walking through a desert where it looks like he isolated himself from the shame he felt from last year. He then monologues of how he's gonna be a hero again, when Carl Weathers on a flipping motorcycle drives up and gives him a ride to who knows where (probably to the marketing office). Fan Duel is not even advertising motorcycles, they didn't even say who they were or what they were advertising in the commercial yet.
Fan Duels Value Proposition has always have been renowned for being fun and flashy. They view themselves as a premier sports brand for betting, gambling, gaming, and fantasy sports related content.
I believe that this company is trying to achieve as much of the audiences attention for there promotion and app as they possibly can. what they are doing is teasing the release of the final commercial on super bowl game day that will dictate whether or not the consumer has won any percent of the $10,000,000 promised. They are achieving this by hyping up Gronk's redemption and releasing as many commercials as necessary a month in advance.
The marketing approach is pretty unique as it gives us a story rather than facts on what's to come. Some examples are Gronk's monologues of what he will be, the challenges he faces like standing up to John Cena, walking through a desert, and just flashy things like Gronk running through the drywall in the office are just a few specific examples of providing drama that entices the fans. These commercials appeals to a very niche audience. 20-40 year old men who are die hard NFL fans that will literally cry if they see there teams quarterback miss a snap because his finger got a boo-boo.
I think that this marketing approach is genus and encompasses the consumers attention every time. Reasons are the celebrity figures, the comeback story that's so popular in western culture, and the indirect focus on the product itself.
Honestly something I would do is to add on to what they are already doing and make a webisode that's a little longer than the commercials themselves. But I wouldn't change anything about the commercials, they're spectacular and convince me to bet on Fan Duel.
Something I learned from this article is how powerful story telling really is. This is literally a commercial that's meant to be comedic and it's good. When you make a story about something or someone else it doesn't matter what you are advertising or selling, people are going to associate that story with your product and if the story is high quality people will by your product or service just because the story is quality. So following that logic the product must be quality too.
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