SuperDraft generated

significant last-minute app 

downloads and contest

entries using Adomni

SuperDraft utilized Adomni to plan and launch a national programmatic DOOH plus mobile campaign in a total of 5 hours

BACKGROUND

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.

STRATEGY

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. 

The Goals

  • Raise brand awareness in 20 key NFL markets
  • Generate last-minute app downloads and entries for the $1,000,000 BIG GAME fantasy contest

Our Approach

  • Created and launched the programmatic DOOH campaign within 5 hours of discovery
  • Targeted digital billboards, spectaculars, place-based, and Uber OOH venue types
  • Complemented the DOOH ads with native mobile sending the users to a unique and trackable landing page.

The Results

  • Super Draft had 211 entrants, resulting in $844,000 of entrant fees, a lift of $740,000 from the time the DOOH campaign launched.
  • 5,292 screens reached in 20 unique NFL markets, including the Super Bowl host city of Tampa
  • 38.5M impressions were delivered in a 2 and a half-day time span