From the beginning of the campaign, FanDuel will be using its ecommerce platform to measure how many visitors the ads are driving, how many people are picking “make” or “miss” on Gronkowski’s kick and how they can tweak the campaign on social channels as needed. While Sneyd noted that gaining awareness among a national audience would ordinarily justify sizable Super Bowl ad spending, the added business and data associated with signing up new bettors on game day gave FanDuel and its partners considerable incentive to put Gronkowski back in the game.
“We have the fortunate benefit that we are an intrinsic part of sports—unlike perhaps the auto industry or a CPG company, we’re actually a part of the game,” Sneyd said. “One of the things that I was really clear with the team on is, whatever idea we come up with, we can’t lose the fact that we have an intrinsic right to be part of game day, instead of [being] an advertiser during the Super Bowl.”
CREDITS
CREATIVE AGENCY:W+K NEW YORK
CHIEF CREATIVE OFFICERS: Marques Gartrell / Brandon Henderson
PRESIDENT: Jiah Choi
GROUP CREATIVE DIRECTORS: Gerard Caputo / Matt Mulvey
ASSOCIATE CREATIVE DIRECTORS: Macie Soler-Sala / Dan Kenneally
GLOBAL HEAD OF PRODUCTION: Nick Setounski
SENIOR PRODUCER: Sam Kilbreth
ASSOCIATE PRODUCER: Caroline Park
SR ART PRODUCER: Diana Pam
ART PRODUCER: Christopher Gonzalez
GROUP ACCOUNT DIRECTOR: Ryan Johnson
ACCOUNT DIRECTOR: Perry Kayla Fox
MANAGING SUPERVISOR: Nico Rodriguez
ACCOUNT SUPERVISOR: Sergio Ortiz
ASSOCIATE DIRECTOR OF PM: Alex Doomany
GROUP BRAND STRATEGY DIRECTOR: Stéphane Missier
BRAND STRATEGY DIRECTO: David Ceng
COMMUNICATIONS STRATEGY DIRECTOR: Zack Green
SR COMMUNICATIONS STRATEGIST: Javaad Beg
SOCIAL STRATEGY DIRECTOR: James Williams
SR SOCIAL STRATEGIST: Chris Jenkins
EXEC BUSINESS AFFAIRS MANAGER: Paul FitzGerald
EXEC BUSINESS AFFAIRS MANAGER: Stephanie Ambrose
TRAFFIC SUPERVISOR: Sonia Bisono
TRAFFIC MANAGER: Jacqueline Crane
DESIGN LEAD: James Hughes
JR DESIGNER: Quinn Lockwood
PR AGENCY: MIKE WORLDWIDE
PRESIDENT: Bret Werner
EVP: Brittany Hershkowitz
VP: Marc Sausa
ACCOUNT DIRECTOR: Sara Putnam
ACCOUNT SUPERVISOR: Toni Setaro
ACCOUNT SUPERVISOR: Anthony Parisi
SR ACCOUNT EXECUTIVE: Daniella Rudoy
ACCOUNT EXECUTIVE: Henry Hochhauser
MEDIA AGENCY: HORIZON
EVP, MANAGING PARTNER: Ken Nippes
SVP. MANAGING DIRECTOR, STRATEGY: Kevin Peterson
VP, MANAGING DIRECTOR, STRATEGY: Ashley Dailey
DIRECTOR, STRATEGY: David Palgon
DIRECTOR, STRATEGY: Viktoriya Finkelstein
DIRECTOR, STRATEGY: Elizabeth Chernow
SVP, DIRECTOR, VIDEO INVESTMENT: Jennifer Witte
VP, VIDEO INVESTMENT: Lesley Limmer
DIRECTOR, VIDEO INVESTMENT: Will Gilchrest
VP, OOH: Gabrielle Taragano
SVP, OOH: Katie Portman
EVP, VIDEO INVESTMENT: Michael O’Connor
Director, Traffic: Katie McNamara
Manager, Traffic: Daniel Boenigk
Manager, Traffic: Amy Gundel
PRODUCTION COMPANY: Arts & Sciences
DIRECTOR: Mike Warzin
MANAGING PARTNER: Marc Marrie
MANAGING DIRECTOR: Mal Ward
EXECUTIVE PRODUCER: Christa Skotland
HEAD OF PRODUCTION: Milena Milicevic
LINE PRODUCER: Joey Zadwarny
DIRECTOR OF PHOTOGRAPHY: Autumn Durald
