SuperDraft

Objective:

Creating a Programmatic Digital Out-of-Home campaign to drive last-minute awareness, app downloads and sign-ups for the $1,000,000 fantasy sports contest.

Target Group:

Strategy and Media Used:

Since only 26 of 267 entrants had signed up to play in the $1,000,000 fantasy sports contest, quick action was necessary.

Within the span of 5 hours after the intro meeting and a team of three people (one strategist/planner, one content specialist and one account manager), Adomni did the following:

• Built and shared a plan that had small, medium and large budget options – each targeting more quantities of NFL-team markets and DOOH screens
• Reviewed the plan with the agency and received a quick decision
• Received the ad creative for the $1,000,000 promotion in a format that allowed our content team to output all of the derivative sizes
• Created a new Adomni advertiser account for the brand
• Built out the campaign, uploaded the creative and launched

Results:

The final audience and screens tally:

• 5,292 screens reached, of which 1,027 were digital billboards
• 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

At the time of kickoff, Super Draft had 211 entrants, resulting in $844,000 of entrant fees, a lift of $740,000 from the time the DOOH campaign launched. And even more valuable than that – SuperDraft emerged on a national scale. They are officially on the Daily Fantasy Sports map.