DAILYMVP - HAVE AN MVP DAY
DailyMVP needed to build a core user base while becoming a recognized brand in the Daily Fantasy Sports (DFS) category, which was dominated by two massive spenders—DraftKings and FanDuel. To differentiate from the category leaders, we positioned DailyMVP as the DFS app for those looking for some light competition during their mundane days, not to turn $3 into $300,000. To resonate with the casual sports fan, DailyMVP needed to do something highly credible that would surprise and delight. So, we did the obvious: hire two of the biggest icons in sports and put them in hideous wigs.
Hiring “MVPs” to represent “DailyMVP” meant instant branding and instant credibility. Within the first month of the campaign, DailyMVP saw a 49% increase in app downloads and a 222% increase in daily fantasy game signups. The campaign earned 200 million media impressions, including 57 media placements on outlets like ESPN, Bleacher Report, Fast Company, Good Morning America, and ABC Evening News. Additionally, "Gary" became the hottest meme on Twitter, and Tom Brady continues to keep us updated on his alter ego via his personal Facebook page.
I helped our internal teams understand the culture surrounding Daily Fantasy Sports and why they appeal to such a diverse audience. This included a competitive audit of the category and audience personas for the prominent brands. I also wrote the creative brief and led our initial research efforts when identifying potential real-life MVPs for casting.