SuperDraft utilized Adomni to plan and launch a national programmatic DOOH plus mobile campaign in a total of 5 hours
On the Thursday prior to Super Bowl weekend 2021, the new Daily Fantasy Sports app - SuperDraft realized that it had a problem.
Its $1,000,000 BIG GAME fantasy contest had only 26 of 267 entrants signed up to play. And the top 60 ranked contest participants were guaranteed to win, with the grand prize winner taking home $300,000.
SuperDraft shared their target audience, history, and desire to tap into Super Bowl mania to drive awareness for its app and its $1,000,000 Super Bowl contest. They knew that digital out of home could be a powerful channel to spread the word and drive last-minute awareness, app downloads, and sign-ups for the contest.
The goal was to launch within the same day for an app that is brand new with a promotional contest that would close at kick-off on Sunday and carried a sizable entry cost.
Within the span of 5 hours after the intro meeting, the programmatic DOOH campaign was built and launched across 5,292 digital screens in 20 unique NFL markets, including the Super Bowl host city of Tampa. The DOOH ads were complemented with native mobile sending the users to a unique and trackable landing page.