Strategic planning and performance data modeling led to immense success in performance and scale for FanDuel.

Objective

Drive accelerated growth through managing TV media efforts and earn more First Time Deposits (KPI).

Hit KPI & ROI Goal

1 %

US TV Advertiser (within 2 weeks)

# 1

NFL Advertiser (through week 8 of season)

# 1

Prior to Icon, FanDuel had a traditional DRTV approach but was limited to a few key properties and seasonal weeks.
FanDuel was the leader in online sports betting. With an important NFL season approaching, they needed a partner to quickly take up the helm of managing their TV efforts and boost their First Time Deposits (KPI) goal in a growing competitive market.

Icon conducted audience segmentation research was needed to determine the best property solutions and expand beyond typical football programming.
Icon aggressively leveraged long-standing relationships to negotiate some of the largest integration and key positioning deals in sports, landing key sponsorships in CBS, NBC and FOX pre/post-game shows, DirecTV RedZone, ESPN SportsCenter, NFL Network, NBATV, Regional Sports Networks, PGA Tournaments and CBS Sports Network, and non-sports-related areas.
Intricate planning by daypart and response-rate trends were crucial in performance success.
Created and tracked over four thousand unique promo codes for daily optimization. This made agile buy changes possible within days of airing week one on NFL.

FanDuel delivered on its First Time Deposit (key metric) and ROI goal.
Icon hit TV attributed First Time Deposits within 5% of run rate projections at the onset of the campaign.
#1 US TV Advertiser for 2 weeks in September
#1 NFL Advertiser Through Week 8 of the Season while beating performance delivery goals.
Held position as leading daily fantasy site.

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