Sports betting has been surging throughout the world. Of course, it is going to figure prominently at the Super Bowl. Draftkings is in the enviable position of being an official sponsor of Super Bowl LV1, and its campaign is allowing more than 10,000 users to place a free bet on the game. Up to five of them will each receive a US$1million bet.
The betting agency is running a 30-second spot by Vayner Media in the first quarter of the game, its second appearance at the Super Bowl. Last year, it ran two 15-seconds spots, created in-house. These offered viewers the chance to bet (again, for free) on fourth-quarter action, such as who will score the last touchdown or if there will be a 20-yard gain and triggered the company’s largest customer acquisition day ever. There were more than I million individual entries to its competition.
The 2022 commercial, Fortune: Life’s a Gamble, will introduce its new spokescharacter, the Goddess of Fortune, played by actress, Emily James. She is quite the risk taker:
The full campaign includes a Snapchat AR Lens inspired by the DraftKings spot, and the brand will also have a filter located at Los Angeles’ SoFi Stadium during the game that fans can add to their social media posts.
