SITUATION
Up until World Cup in 2022, DraftKings executed 100% of its advertising in English. MARCA presented compelling data to prove that Latino outreach was a business imperative since young Latino males are the demographic that bets on sports more frequently than any other.
More Work
We sought to own major sporting events such as World Cup and Copa America, to put the brand front and center at the largest online stadiums in the world. By tapping into the fervor of Latino sports fans, we showed that DraftKings Sportsbook is the most exciting way to experience major sporting events.
We identified a beloved and charismatic brand ambassador, David 'Big Papi' Ortiz. With his larger-than-life, gregarious personality, Big Papi stands as a cultural icon who resonates deeply with Latino sports fans. His widespread admiration and trust make him an invaluable asset to connect with this passionate audience.
Since launching our Latino outreach, DraftKings Sportsbook downloads have skyrocketed. Digital assets are performing exceptionally well, with cost per acquisition significantly below DraftKings’ targets. Our Copa America posts have already delivered 15 million impressions and 203,000 clicks, and we're only halfway through the tournament!
