DraftKings is an innovative sports-tech and media entertainment platform changing the way consumers engage with their favorite sports, teams and athletes by bringing fans closer to the game. DraftKings, headquartered in Boston, MA, offers daily and weekly fantasy sports contests across ten professional sports in the U.S., Canada, United Kingdom, Malta, Germany, Ireland and Austria. Founded in 2012 by Matt Kalish, Paul Liberman and Jason Robins, DraftKings makes sports better and better sports fans by creating the ‘Game Inside the Game.’
DraftKings and Leadbolt teamed up to reach and engage sports fans on Android in the US. The goal was to acquire players who would register and make a deposit after install.
ADVERTISER: DraftKings – Daily Fantasy Sports
APPS ADVERTISED: NFL and NBA on Android
CATEGORY: Fantasy Sports
CAMPAIGN TYPE: User Acquisition; CPI
AD FORMATS: Mobile Native Placements
Leadbolt leveraged direct relationships across our diverse publisher network to reach sports-minded mobile users where they spend the most time. We looked at mobile user characteristics, going beyond geographic and device data to identify high quality audiences.
Through Leadbolt’s Native ad-delivery, full-screen interstitial ads were placed within targeted app environments. Native ad placements are designed to blend into the form and function of an app, complementing (not obstructing) the user experience. Interested audiences opted-in to engage with the DraftKings message, attracting proactive players from the get-go.
CREATIVE FORMATS USED
Registered Spenders – Delivered Under Budget
Acquired new, high-quality players who installed, registered and made deposits into the app, keeping the average cost-per-download within the desired target.
Exceeded Player Registration Goals
DraftKings Football: Achieved 20% MORE Registrations Than KPI Benchmarks
DraftKings NBA: Achieved 26% MORE Registrations Than KPI Benchmarks
“DraftKings offers their customers the most rewarding app experiences. Leadbolt has proven their skill in finding these high-value mobile players for us. They customized a campaign strategy to deliver on our specific KPIs – delivering value and quality. Leadbolt is certainly MVP material – Most Valuable Partner.”