DraftKings invests in Twitter Ads to connect with the diverse sports community that’s active on Twitter. They’ve been able to drive reach and increase conversions by marketing the launch of new products on Twitter, and despite a global pandemic, this time was no different.
Before March 2020, DraftKings was already navigating challenges from ongoing audience and media fragmentation. In mid-2020, as the world adapted to the COVID-19 pandemic, these challenges were exacerbated by the shutdown of live sports. All this occurred amid a broader backdrop of ongoing sports betting legalization rolling out across the country.
In July 2020, when live sports were starting to come back, DraftKings launched their “Return to Sports” campaign series to connect with the nationwide movement and excitement. They used Twitter’s takeover products (for their Daily Fantasy Sports product only) and premium video solutions to drive brand awareness during the first phase of the campaign, and then shifted focus to mobile app promotion to drive strong customer acquisition and in-app engagement closer to the live sporting events.