DraftKings

x

Title

Advertiser:

DraftKings

Year:

2019

Source:

IAB

Product Category:

Gambling

OOH Format:

Subway Station

Country:

USA

Objective:

Understand the quantitative impact of the OOH campaign in driving user registration.

Target Group:

Strategy and Media Used:

In 2018, NJ legalized sports betting and DraftKings was first-to-market with its Sportsbook app. A critical requirement was to be able to measure the impact of the campaign in driving registrations.

DraftKings looked to Intersection’s NJ media to reach the hundreds of thousands of commuters who pass through the busiest stations each day, with immersive station dominations. DraftKings Sportsbook captivated commuters with bold creative, a compelling offer, and Jersey-specific creative messaging. The campaign leveraged Intersection’s Digital Event Measurement to analyze website visits and registrations for exposed vs. non-exposed consumers.

Results:

51% lift in app registrations, compared to consumers who had not passed through targeted stations.