SuperDraft

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Title

SuperDraft

Advertiser:

SuperDraft

Year:

2021

Source:

Billboard Insider

Product Category:

Sports

OOH Format:

Programmatic Digital Out-of-Home

Country:

United States

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.