DraftKings boosts website visits and brand opinion with DOOH!
DraftKings sees a 41% lift in site visits and 58% lift in brand opinion with digital out-of-home during NFL season!
BACKGROUND
DraftKings wanted to get sports bettors and football fans excited for the NFL season. The campaign aimed to drive viewers to its website/app and increase sales, brand opinion, and ad recall nationwide.
STRATEGY
DraftKings launched a national campaign across seven venue types targeting higher-income casino and professional sports venue visitors throughout the football season. The campaign rotated ad creative featuring promotional copy and utilized dayparting to maximize and encourage sign-ups.
The Goals
- Increase brand opinion, awareness, and ad recall nationwide
- Stay advantageous in a competitive market
- Boost website traffic during NFL season
Our Approach
- Ads were served programmatically across seven venue types including spectaculars, urban panels, and bar/restaurant TV
- Targeted higher-income casino and professional sports venue visitors across the United States
- Utilized day-parting to ensure ads were seen during optimal times by the target audience
- Rotated multiple versions of ad creative to combat ad fatigue
The Results
- Had a 41% lift in website conversation from exposed audiences
- Exposure to the DOOH campaign increased brand opinion by 58% and brand likeability by 67%
- Generated a 42% lift in ad recall
- DOOH campaign garnered over 38M impressions in under 2 months
Ready to get started?
Request a consultation or submit a campaign brief