• by Larissa Faw , November 3, 2017

After spending millions and millions of dollars on TV advertising over the past few years, FanDuel is venturing into social content for the first time and bypassing traditional ad agencies.

Developed  with production shop Hanger Four, the “Day in the Life” digital series shows how fantasy football gives a lift to ESPN personality Adam Schefter as he goes about his day, accepting a package from a delivery man, getting a haircut, and receiving test results from a doctor.

The spots include Schefter’s own dog  and his real-life barber, confirms  Kevin Hennessy, director of publicity, FanDuel.

The four-episode series will live on FanDuel's social channels, as well as receive support from  Schefter’s social activity—he has more than 6.9 million Twitter followers.

ESPN, however, is not involved with this project.

FanDuel's new strategy is evolving to focus more on digital to engage relevant influencers, says Hennessy adding that producing short form content for social channels is just "another piece" to its marketing mix.