Coinciding with the start of the football season, fantasy sports game provider FanDuel is introducing an omnichannel campaign focusing more on new features and game modes — such as Gridiron PickEm, Survivor, the new Guru Tool — under the “More Ways to Win on FanDuel" tagline.
This new approach first started earlier this year with VaynerMedia setting a "new tone" for the brand that used to rely largely on a direct response approach.
There is a national media buy that includes TV spots running on major networks and cable TV beginning September 3. Also in the mix are national social, digital and radio campaigns.
In New Jersey, there is localized media supporting the FanDuel Sportsbook app including out-of-home since the state recently legalized gambling.
A partnership deal with The Ringer/Bill Simmons, DirecTV, and BarStool Sports will develop content and offer contests, like free entry into the World Fantasy Football Championship where the winner gets $500,000.
This strategy is designed to reach what Vayner calls the "sportsumer," described as highly informed, highly social sports fans and tech-forward cord cutters, says an agency representative.
Last April VaynerMedia and FanDuel first introduced two new spokesmen during the NBA playoff season.