SITUATION
DraftKings had been making big moves owning the largest sports platforms among the general audience, but all of its advertising was in English. After some research together, they quickly realized reaching young Latino males was a business imperative.
We sought to own major sporting events such as Copa America and Super Bowl, 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 its Latino outreach, DraftKings Sportsbook downloads have skyrocketed. Digital assets delivered a cost per acquisition significantly below DraftKings’ targets. The Copa America posts alone delivered 15 million impressions and 203,000 clicks.
