How FanDuel Sportsbook Advertises on Meta

# Ad summary This image ad for Fanduel promotes the ability to customize bets on the platform. The ad features an NBA player in action and highlights the 'Your Way' feature, allowing users to customize their bets like never before. It includes a call to action to 'Bet Now' and showcases a sample betting option related to player rebounds. # Brand positioning Fanduel is presented as a modern and innovative sports betting platform, closely associated with the NBA. The brand aims to occupy the space of user-friendly, customizable betting experiences. It promotes a sense of control and personalization, allowing users to tailor their bets to their preferences. The brand positioning is functional, emphasizing the simplicity and customization options available to users, setting it apart from traditional, less flexible betting platforms. # Product The featured product is Fanduel's sports betting platform, specifically highlighting the 'Your Way' feature, which allows users to customize their bets. The platform is for individuals 18+ and physically located in Ontario, interested in sports betting, particularly on NBA games. The ad showcases the ability to customize bets, such as predicting which player will record more rebounds. The USP is the unprecedented level of customization offered. The ad addresses the purchase barrier of limited betting options by emphasizing the ability to tailor bets to individual preferences. The ad encourages viewers to try the platform by showcasing its unique customization features and ease of use. # Visual style The ad has a modern and dynamic visual style, combining elements of sports and technology. The production quality is high, with clean graphics and a glossy interface. The visual motifs include a basketball court background, bold typography, and a digital interface overlay. The image treatment includes color grading to enhance the blue and white tones, creating a cohesive and visually appealing design. The style is platform-native, resembling a typical in-feed ad with clear messaging and a strong call to action. The typography is large and bold, ensuring scannability and stop power in the feed. # Hooks Headline: YOUR WAY # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of limited betting options, where users are often restricted to pre-set bets. The phrase 'CUSTOMIZE YOUR BETS LIKE NEVER BEFORE' directly counters this frustration by promising a higher degree of personalization. # Value propositions - Customize your bets like never before: This connects the feature of customization with the benefit of unprecedented control over your betting experience. # Benefits - Customize your bets like never before. # Features - Customize your bets # Call to action BET NOW # Point of view - Brand: The brand's POV is present in the logo, the 'Your Way' feature promotion, and the call to action, all aimed at promoting the platform's unique selling points. - Customer: The customer's POV is represented in the sample betting option, showcasing how they can customize their betting experience. - External source: The external source POV is present in the responsible gaming disclaimer, providing important information to users. # Storyline - The ad starts by showcasing the Fanduel brand alongside the NBA logo, immediately establishing credibility and relevance to basketball fans. This is told from the brand's perspective, aiming to capture the attention of sports enthusiasts. - The ad then introduces the 'Your Way' feature, emphasizing the ability to customize bets like never before. This is told from the brand's perspective, highlighting the unique selling proposition of the platform. - The ad includes a call to action to 'Bet Now,' prompting immediate engagement. This is told from the brand's perspective, encouraging users to take the next step and start using the platform. - The ad showcases a sample betting option related to player rebounds, demonstrating the customization capabilities of the platform. This is told from the customer's perspective, illustrating how they can personalize their betting experience. - The ad includes a disclaimer about responsible gaming, ensuring compliance and promoting ethical betting practices. This is told from an external source perspective, providing important information to users.

# Ad summary This ad promotes a 100% deposit match for a sportsbook and includes responsible gambling resources. # Brand positioning The brand is presented as a sportsbook that offers incentives to its users. It also acknowledges the potential risks of gambling by providing resources for responsible gambling and help for those who may have a gambling problem. The brand aims to occupy a space in the consumer's mind as a responsible and rewarding platform for sports betting. # Product The product being advertised is a sportsbook platform that offers a 100% deposit match as an incentive. The ad targets individuals who are 21+ (18+ in certain states) and present in select states. The offer requires opting in and a minimum $5 deposit. The bonus is issued as non-withdrawable bonus bets that expire in 7 days, with a maximum bonus of $5 unless otherwise specified. The ad addresses potential purchase barriers by providing responsible gambling resources and contact information for help. # Visual style The ad has a clean and modern visual style with a dark blue gradient background and bright, contrasting text. The design is simple and straightforward, focusing on the key message of the deposit match offer. The use of a bold sans-serif font and clear layout makes the ad easy to read and understand. # Hooks Headline: 100% DEPOSIT MATCH # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential for gambling problems by providing resources and support for those who may need it. "Gambling Problem? Call 1-800-GAMBLER or visit RG-help.com." # Value propositions - 100% Deposit Match: Double your deposit for more betting opportunities. - Responsible Gambling Resources: Access to support and helplines for responsible gambling. # Benefits - Opportunity to double your deposit - Access to support for gambling problems # Features - 100% Deposit Match - Responsible Gambling Resources # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting its offer and responsible gambling resources. # Storyline - The ad starts by announcing a 'REWARD UNLOCKED,' immediately grabbing the viewer's attention and creating a sense of excitement. The brand is telling the audience that they have an opportunity to gain something valuable. - Next, the ad highlights the main offer: '100% DEPOSIT MATCH.' This is the core message, clearly stating the incentive for the viewer to engage with the sportsbook. The brand is emphasizing the financial benefit of depositing funds into their account. - The ad includes a section with responsible gambling resources, such as phone numbers and websites for gambling helplines. This shows the brand's commitment to responsible gambling and provides support for those who may need it. The brand is demonstrating its awareness of the potential risks associated with gambling and its willingness to provide assistance. - Finally, the ad includes legal disclaimers and terms, such as age restrictions, state availability, and bonus conditions. This ensures transparency and compliance with regulations. The brand is providing essential information to ensure users are aware of the terms and conditions of the offer.

# Ad summary This ad for Fanduel promotes a 100% deposit match for new users. The ad features a football being held by a gloved hand against a blurred stadium background. The ad includes responsible gambling resources. # Brand positioning Fanduel is presented as a premier sports betting platform, officially partnered with the NFL. The brand aims to occupy the space of a trusted and exciting destination for sports fans looking to enhance their game experience through betting. The brand aligns with the values of sportsmanship, competition, and informed decision-making, while also acknowledging the importance of responsible gambling. Fanduel positions itself as a legitimate and regulated platform, contrasting with unregulated or less reputable betting services. The brand positioning is both functional, offering a user-friendly platform and various betting options, and emotional, tapping into the excitement and passion of sports fandom. # Product The advertised product is a 100% deposit match for new Fanduel users. This means that Fanduel will match the initial deposit made by a new user, effectively doubling their betting funds up to a specified limit. The product is for individuals 21+ (18+ in certain states) who are present in states where Fanduel operates. The ad addresses the purchase barrier of initial investment by offering to match the deposit, making it more appealing for potential users to try the platform. The bonus is issued as nonwithdrawable bonus bets that expire in 7 days, with a maximum bonus of $1000 unless otherwise specified. Restrictions apply, and users are directed to the terms at sportsbook.fanduel.com. # Visual style The ad has a clean and professional visual style, using a combination of a high-quality product shot and a blurred background to create depth. The color palette is primarily blue and white, with accents of red and brown. The typography is clean and legible, and the overall design is well-balanced and visually appealing. The ad mimics a platform-native style, making it easily scannable and attention-grabbing in the feed. # Hooks Headline: 100% DEPOSIT MATCH # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of potential users being hesitant to invest their own money into a new betting platform. # Value propositions - Double your initial deposit with a 100% match, up to $1000, giving you more funds to bet with. # Benefits - Bonus issued as nonwithdrawable bonus bets - Max Bonus $1000 unless otherwise specified # Features - 100% Deposit Match # Call to action None used. # Point of view - Brand: The brand's point of view is present in the logo, the offer of a 100% deposit match, and the visual association with football, all aimed at promoting the Fanduel platform. - External source: The external source point of view is present in the responsible gambling resources, providing contact information for gambling helplines and support organizations. # Storyline - The ad starts by highlighting the Fanduel brand and its official partnership with the NFL, establishing credibility and relevance for sports fans. This is told from the brand's perspective, aiming to build trust and recognition. - Next, the ad presents the offer of a 100% deposit match, enticing potential users with a clear and immediate benefit. This is told from the brand's perspective, showcasing the value proposition for new customers. - The ad includes responsible gambling resources, providing contact information for gambling helplines and support organizations. This is told from an external source perspective, emphasizing the importance of responsible gambling and providing resources for those who may need them. - Finally, the ad visually reinforces the connection to football with an image of a football being held, grounding the offer in the context of the sport. This is told from the brand's perspective, visually associating the offer with the excitement and passion of football.

# Ad summary This ad promotes FanDuel as the official partner of the Toronto Maple Leafs, encouraging users to bet on live Leafs action. # Brand positioning FanDuel is presented as a premier sports betting platform, officially partnered with the Toronto Maple Leafs. The brand aims to occupy the space of a trusted and exciting platform for sports enthusiasts to engage with their favorite team through betting. The brand aligns with values of excitement, engagement, and being at the forefront of sports action. By partnering with a major sports team, FanDuel positions itself as a legitimate and integrated part of the sports experience, differentiating itself from less established or affiliated betting platforms. The brand positioning is both functional, offering a platform for betting, and emotional, tapping into the excitement and passion of sports fans. # Product The ad promotes FanDuel as a platform for betting on live Toronto Maple Leafs games. It is for sports fans, specifically those who follow the Toronto Maple Leafs and are interested in sports betting. The ad highlights the opportunity to engage with the team through live action betting. The ad addresses the potential barrier of not knowing how to get involved in sports betting by providing a clear call to action to "BET NOW." The product is presented as a way to enhance the experience of watching live hockey games by adding an element of wagering and potential financial reward. # Visual style The ad has a dynamic and sporty visual style, using a combination of team logos, action shots, and bold typography to create a sense of excitement and urgency. The image treatment includes lighting effects to simulate the glare of an ice rink, enhancing the realism and immersion. The ad mimics the style of sports-related content, aiming to capture attention and encourage engagement from sports fans. # Hooks Headline: LIVE LEAFS ACTION # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Call to action BET NOW # Point of view - Brand: The entire ad is presented from the brand's point of view, promoting its partnership and encouraging users to bet on live Leafs action. # Storyline - The ad opens by establishing the partnership between FanDuel and the Toronto Maple Leafs, immediately conveying credibility and relevance to fans. The brand is telling the audience that FanDuel is the official betting partner of their favorite team, setting the stage for the offer to come. - The ad then highlights the opportunity to bet on live Leafs action, creating a sense of excitement and immediacy. The brand is telling the audience that they can enhance their experience of watching the game by placing bets in real-time, driving engagement and participation. - The ad concludes with a direct call to action to "BET NOW," prompting immediate engagement and conversion. The brand is telling the audience to take advantage of the opportunity to bet on the game, creating a sense of urgency and encouraging immediate action.

# Ad summary This mobile-first video ad for FanDuel promotes live betting on Toronto Maple Leafs hockey games. It features dynamic graphics, a fast-paced soundtrack, and a clear call to action to 'Bet Now'. The ad is designed to capture the excitement of live sports and encourage immediate engagement with the FanDuel platform. # Brand positioning FanDuel is presented as the official partner of the Toronto Maple Leafs, positioning it as a legitimate and integrated platform for sports betting. The brand aligns with the excitement and action of live hockey, promoting a lifestyle of engaged sports fandom. By partnering with a major sports team, FanDuel aims to normalize and enhance the experience of sports betting, making it a seamless part of the game-day experience. The brand positioning is both functional, offering a platform for betting, and emotional, tapping into the thrill of sports and team loyalty. # Product FanDuel is an online sports betting platform that allows users to place bets on live Toronto Maple Leafs hockey games. The ad highlights the opportunity to engage with the game in real-time, enhancing the excitement of watching live sports. The platform is accessible via a 'Bet Now' call to action, suggesting ease of use and immediate access. The ad addresses potential purchase barriers by promoting responsible gaming, as indicated by the iGaming Ontario logo and responsible gaming message. The product is designed for sports fans who want to add an extra layer of engagement to their viewing experience. # Visual style The ad has a dynamic and energetic visual style, characterized by bright lighting, bold text overlays, and fast-paced action. The editing is quick, with static shots that emphasize the key messages and visuals. The production quality is polished, resembling a professional commercial, which supports the intended tone of excitement and legitimacy. The visual motif includes the consistent use of the Toronto Maple Leafs colors and branding, reinforcing the partnership. The pacing is fast, with cuts timed to the music beats, enhancing the sense of urgency and excitement. # Hooks Text overlay: 00:00–00:02 LIVE / 00:00–00:02 LEAFS / 00:00–00:02 ACTION Visual: 00:00–00:02: A hockey player wearing a blue and white Toronto Maple Leafs jersey with the number 62 is skating on an ice rink. The camera angle is from behind the player, showing their back and the puck in front of them. The background is a light blue ice surface with faint skate marks. Above the player, the text 'LIVE LEAFS ACTION' is displayed in bold, red and white letters. The lighting is bright and focused on the player. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the potential for a passive viewing experience by offering a way to actively engage with the game. The frustration of simply watching is countered by the opportunity to participate through betting. # Value propositions - Live Leafs Action: Taps into the excitement of live sports and team loyalty. - Bet Now: Provides immediate access and ease of use for placing bets. # Benefits - Enhance the excitement of watching live hockey - Engage with the game in real-time - Seamless integration with a trusted sports betting platform # Features - Live betting on Toronto Maple Leafs games - Official partnership with the Toronto Maple Leafs - Easy access via 'Bet Now' button # Call to action BET NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of FanDuel, promoting its platform and partnership with the Toronto Maple Leafs. # Storyline - 00:00–00:02 The ad opens with a dynamic visual of a hockey player in action, immediately grabbing attention and setting the tone for fast-paced excitement. This is intended to draw the viewer in with the energy of live sports. - 00:00–00:02 The text overlay 'LIVE LEAFS ACTION' appears, emphasizing the real-time aspect of the betting opportunity and linking it directly to the Toronto Maple Leafs. This reinforces the partnership and creates a sense of urgency. - 00:01–00:09 The 'BET NOW' button is displayed, providing a clear and immediate call to action. This prompts the viewer to engage with the FanDuel platform without delay. - 00:01–00:09 The FanDuel and Toronto Maple Leafs logos are prominently featured, reinforcing the official partnership and building credibility. This assures the viewer of the platform's legitimacy and connection to the sport. - 00:02–00:09 The ad concludes with the continued display of the hockey player and the 'BET NOW' button, maintaining the focus on live action and immediate engagement. This ensures the message is clear and the call to action is reinforced.

# Ad summary This ad for Fanduel promotes a special offer for new customers in Missouri. New customers can bet $5 and get $300 in bonus bets, guaranteed. # Brand positioning Fanduel is presented as a premier sports betting platform, officially partnered with the NFL, lending it credibility and visibility. The brand aims to occupy the space of a trusted and exciting platform for sports enthusiasts looking to engage with their favorite games through betting. The brand aligns with the values of sports fandom and the thrill of wagering, positioning itself as a legitimate and accessible option in the online betting market. Fanduel follows category norms by highlighting promotional offers and partnerships, but also pushes against the perception of risk by emphasizing guaranteed bonuses, making it a functional choice for users seeking a straightforward and rewarding betting experience. # Product The featured product is a promotional offer from Fanduel for new customers in Missouri. The offer allows new users to bet $5 and receive $300 in bonus bets, guaranteed. This promotion is designed to lower the barrier to entry for new users by providing a substantial bonus, making it an attractive option for those hesitant to start betting. The ad addresses the purchase barrier of initial investment by offering a guaranteed return in the form of bonus bets, encouraging users to try the platform with minimal risk. The product is for individuals 21+ and present in Missouri, as indicated by the disclaimer at the bottom of the ad. # Visual style The ad has a clean and modern visual style with a focus on clear typography and bold colors. The production quality is high, with a professional design and layout. The visual motifs include a map of the United States, sports team logos, and bold text. The image treatment includes color grading to enhance the blue tones and drop shadows to make the text stand out. The typography is large and bold, making it easy to read and scan. The ad contrasts with platform-native styles by using a highly polished and professional design, which may help it stand out in the feed. # Hooks Headline: BET $5 GET $300 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of the risk associated with sports betting, particularly for new users who may be hesitant to invest their money. "Bet $5 Get $300" is designed to lower the barrier to entry by offering a guaranteed return in the form of bonus bets, making it an attractive option for those hesitant to start betting. # Value propositions - Bet $5 Get $300: Low-risk, high-reward offer for new customers - Guaranteed: Removes the risk of losing the initial bet # Benefits - New customers get a guaranteed bonus - Low initial investment - Opportunity to win more with bonus bets # Features - Bet $5 - Get $300 in bonus bets - Guaranteed bonus bets # Call to action None used. # Social proof - OFFICIAL PARTNER OF THE NFL: This partnership with a major sports league lends credibility to the brand. # Point of view - Brand: The brand's POV is present in the ad through the Fanduel logo, the announcement of the partnership with the NFL, and the promotional offer for new customers, all of which aim to establish credibility and attract new users. - Customer: The customer's POV is present in the ad through the display of the San Francisco 49ers and Philadelphia Eagles logos, along with their current odds, which provides a real-world example of how users can place bets on specific games. - External source: The external source's POV is present in the ad through the responsible gambling message and legal disclaimers, which provide important information and guidelines for users. # Storyline - The ad starts by establishing Fanduel's credibility as the official partner of the NFL, which is intended to build trust and recognition with sports fans. This is told from the brand's perspective, highlighting its association with a major sports league. - Next, the ad announces that Fanduel is now live in Missouri, which is intended to inform potential users in that state that they can now access the platform. This is told from the brand's perspective, expanding its reach and availability. - The ad then presents the core offer: new customers can bet $5 and get $300 in bonus bets, guaranteed. This is intended to incentivize new users to sign up and start betting. This is told from the brand's perspective, showcasing the value proposition for new customers. - The ad shows the logos of the San Francisco 49ers and the Philadelphia Eagles, along with their current odds, which is intended to provide a real-world example of how users can place bets on specific games. This is told from the customer's perspective, illustrating the practical application of the platform. - Finally, the ad includes a responsible gambling message and legal disclaimers, which is intended to ensure compliance and promote responsible betting practices. This is told from an external source, providing important information and guidelines for users.

# Ad summary This image ad promotes Fanduel's sports betting platform, highlighting its availability in Missouri and offering a bonus bet incentive for new customers. # Brand positioning Fanduel is presented as a leading sports betting platform, officially partnered with the NFL, which lends it credibility and visibility. The brand aims to occupy the space of a trusted and exciting platform for sports fans looking to engage with games through betting. The brand aligns with the values of sports enthusiasm and the thrill of wagering, while adhering to regulatory norms by including responsible gambling disclaimers. The brand positioning is both functional, offering a platform for betting, and emotional, tapping into the excitement of sports and potential winnings. # Product The product being advertised is Fanduel's sports betting platform, which allows users to place bets on various sports games. The ad targets new customers in Missouri, where the platform is now live. The key selling point is the offer for new customers to "BET $5 GET $300 IN BONUS BETS - GUARANTEED!" This offer addresses the purchase barrier of initial investment by providing a significant bonus for a minimal initial bet. The ad also features the logos of the Green Bay Packers and Chicago Bears, implying that users can bet on these NFL teams. # Visual style The ad has a clean and modern visual style, using a blue background with neon blue outlines of state lines to create a sense of place. The typography is bold and legible, with a clear hierarchy of information. The logos of the NFL teams add visual interest and relevance to the target audience. The overall production quality is high, with a polished and professional look. # Hooks Headline: BET $5 GET $300 IN BONUS BETS - GUARANTEED! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of initial investment risk by offering a guaranteed bonus bet for new customers, reducing the barrier to entry for those hesitant to try sports betting. # Value propositions - Bet $5, get $300 in bonus bets, providing a high return on initial investment - Guaranteed bonus bets, reducing the risk for new customers # Benefits - Opportunity to win bonus bets - Guaranteed bonus bets for new customers # Features - Sports betting platform - Available in Missouri - Bonus bets for new customers # Call to action None used. # Social proof - "OFFICIAL PARTNER OF THE NFL" - This association with a major sports league lends credibility to the platform. # Point of view - Brand: The brand's POV is present in the announcement of its availability in Missouri and the offer for new customers, aiming to attract and incentivize new users. - External source: The current odds for the Green Bay Packers and Chicago Bears are presented from an external source, providing real-time information about betting opportunities. # Storyline - The ad starts by announcing that Fanduel is "NOW LIVE IN MISSOURI", immediately informing the audience of the platform's availability in that state. This is told from the brand's perspective to generate awareness and excitement among potential users in Missouri. - Next, the ad highlights the offer for "NEW CUSTOMERS" to "BET $5 GET $300 IN BONUS BETS - GUARANTEED!", incentivizing them to join the platform. This is told from the brand's perspective to attract new users with a compelling offer. - The ad then features the logos of the Green Bay Packers and Chicago Bears, along with their current odds, showcasing the betting options available on the platform. This is told from an external source, providing real-time information about the betting opportunities. - Finally, the ad includes a responsible gambling disclaimer, "Gambling Problem? Call 1-800-GAMBLER.", ensuring compliance and promoting responsible betting. This is told from the brand's perspective to demonstrate its commitment to responsible gambling.

# Ad summary This image ad promotes Fanduel, an official partner of the NFL, and their offer for new customers in Missouri to bet $5 and get $300 in bonus bets. # Brand positioning Fanduel is presented as a premier sports betting platform, officially partnered with the NFL, lending it credibility and prestige. The brand aims to occupy the space of a trusted and exciting platform for sports enthusiasts looking to engage with their favorite games through betting. The brand aligns with the values of sports fandom, competition, and the thrill of winning. By partnering with a major sports league like the NFL, Fanduel positions itself as a legitimate and reliable option in a market where trust and security are paramount. The brand positioning is both functional, offering a platform for sports betting, and emotional, tapping into the excitement and passion associated with sports. # Product The featured product is Fanduel's sports betting platform, which allows users to place bets on various sports games. The ad specifically targets new customers in Missouri, enticing them with a promotional offer. The offer allows new customers to bet $5 and receive $300 in bonus bets. The ad addresses the purchase barrier of initial investment by highlighting the low entry point ($5) and the potential for a significant return ($300 in bonus bets). The ad showcases the platform's availability in Missouri, indicating its expansion and accessibility to a broader audience. The ad also includes a responsible gambling message, indicating the brand's awareness of potential risks associated with gambling. # Visual style The ad has a clean and modern visual style with a focus on clear messaging and branding. The production quality is high, with crisp graphics and well-defined text. The visual motifs include a grid layout, bold typography, and the use of team logos to represent betting options. The image treatment includes color grading to enhance the blue tones and subtle lighting effects to create depth. The typography is large and bold, ensuring scannability and stop power in the feed. The ad's style is native to the platform, with a focus on delivering information quickly and effectively. # Hooks Headline: BET $5 GET $300 # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Bet $5, get $300 in bonus bets # Benefits - Get $300 in bonus bets # Features - Bonus bets - Guaranteed bonus # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the top section of the ad, where it establishes its partnership with the NFL and announces its availability in Missouri, aiming to build trust and inform the audience. - Brand: The brand's POV is present in the center of the ad, where it presents a limited-time offer for new customers, incentivizing them to join the platform. - External source: The external source's POV is present in the bottom section of the ad, where it showcases a potential betting opportunity and includes a responsible gambling message, providing a glimpse into the platform's betting options and promoting responsible gambling practices. # Storyline - The ad opens by establishing Fanduel's credibility as the "OFFICIAL PARTNER OF THE NFL," immediately associating the brand with a trusted and well-known sports organization. This is told from the brand's perspective, aiming to build trust and legitimacy with the audience. - The ad announces that Fanduel is "NOW LIVE IN MISSOURI," targeting potential customers in that specific state. This is told from the brand's perspective, informing the audience of its availability in their region. - The ad presents a limited-time offer for "NEW CUSTOMERS" to "BET $5 GET $300 IN BONUS BETS - GUARANTEED!" This is told from the brand's perspective, incentivizing new users to join the platform with a compelling offer. - The ad showcases a visual representation of a potential betting opportunity, featuring the Green Bay Packers and the Chicago Bears, along with their respective odds. This is told from an external source, providing a glimpse into the platform's betting options and potential outcomes. - The ad includes a responsible gambling message, "Gambling Problem? Call 1-800-GAMBLER," promoting responsible gambling practices. This is told from an external source, demonstrating the brand's commitment to responsible gambling.

# Ad summary This image ad is promoting the Fan Duel app to new customers in Missouri. It has a map of the United States in the background and advertises that new customers can bet $5 and get $300 in bonus bets, guaranteed. # Brand positioning FanDuel is presented as a premier, legitimate sports betting platform through its official partnership with the NFL, instantly establishing credibility and trust. The brand aims to occupy a leading position in the online sports betting market by emphasizing accessibility, as evidenced by the simple offer. It caters to both seasoned bettors and newcomers by making betting straightforward and rewarding. FanDuel positions itself as a reliable and regulated platform, addressing concerns about the safety and fairness of online betting through its association with a major sports league. # Product The advertised product is the opportunity to place bets on sporting events through the FanDuel platform. New customers in Missouri can bet $5 and get $300 in bonus bets, guaranteed. This offer lowers the barrier to entry for new users, minimizing initial financial risk while promising a substantial return in bonus funds. The product aims to provide an engaging and potentially lucrative way to participate in sports culture, with an emphasis on ease of use and immediate gratification. It features current odds for different teams, such as +148 and -176, which highlights the dynamic nature of the betting platform. The ad also addresses potential purchase barriers by including a responsible gambling message, reinforcing a commitment to player safety and regulatory compliance. # Visual style The ad has a clean and professional visual style with a predominantly blue color scheme, reflecting a sense of trust and authority. It uses sharp lines, bold text, and well-defined elements to ensure high scannability. The gradient background and highlighted state lines add depth. The layout is structured, making it easy to process the key information, and the use of official logos enhances credibility. The overall production quality is high, with a clear focus on delivering a straightforward and enticing offer for sports betting. # Hooks Headline: BET $5 GET $300 # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the hesitation some may have about trying a new betting platform. The ad addresses this with a low initial buy-in ($5) to mitigate risk and offers a guaranteed bonus to reduce fear of loss. "BET $5 GET $300 IN BONUS BETS - GUARANTEED!" # Value propositions - Bet $5 get $300 provides a low-risk, high-reward opportunity for new customers - Guaranteed bonus bets eliminate the risk of loss and ensure immediate value - Online betting platform makes sports betting accessible from anywhere in Missouri # Benefits - Guaranteed bonus bets - Easy access to sports betting - Low initial investment # Features - Bonus bets - Online betting platform # Call to action None used. # Point of view - Brand: The top of the ad showcases the Fan Duel logo and partnership with the NFL to build credibility and recognition. - Brand: The central section delivers the promotion and value proposition to attract new customers. - Brand: The bottom section provides odds for specific teams to illustrate the immediate betting opportunities. # Storyline - The ad opens with the announcement that FanDuel is now live in Missouri. This informs users in that specific location of a new service offering and builds local relevance from the brand's perspective. - The ad then introduces the new customer offer: Bet $5, get $300 in bonus bets guaranteed. This promotes the value proposition that this deal is a low-risk high reward to the audience from the brand's perspective. - Lastly, the ad presents current odds for two different football teams, the Houston Texans and New England Patriots. The audience sees concrete betting options, implying that users can start betting now, from the brand's perspective.

# Ad summary This ad promotes a special offer from Fanduel, where new customers can bet $5 and receive $150 in bonus if they win. The ad features images of NBA players and the logos of NBA, Fanduel, and Paypal. # Brand positioning Fanduel is presented as a leading sports betting platform, associated with major sports leagues like the NBA. The brand aims to occupy the space of a fun and rewarding platform for sports enthusiasts to engage with their favorite games. By offering bonus incentives and associating with popular sports figures, Fanduel positions itself as a user-friendly and exciting option for both new and experienced bettors. The brand aligns with a lifestyle of sports fandom and the thrill of potential winnings, pushing against the perception of betting as a purely financial endeavor by emphasizing the entertainment aspect. # Product The featured product is a promotional offer from Fanduel for new customers. The offer allows new users to bet $5 and receive $150 in bonus funds if their bet wins. This promotion is designed to encourage sign-ups and initial engagement with the Fanduel platform. The offer addresses the purchase barrier of initial investment by providing a significant bonus relative to the initial bet, making it an attractive opportunity for potential users to try the platform with reduced risk. # Visual style The ad has a clean and modern design with a focus on the featured offer and associated brands. The use of bright colors and dynamic images of NBA players creates an energetic and engaging feel. The layout is simple and easy to read, with clear typography and a straightforward message. # Hooks Headline: APUESTEN $5 Y RECIBAN $150 # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Bet $5, get $150 if you win # Benefits - Receive $150 in bonus if you win # Features - $5 bet - $150 bonus # Call to action None used. # Social proof - The ad features the logos of NBA, Fanduel, and Paypal, along with images of NBA players, associating the offer with credible and well-known brands and figures. # Point of view - Brand: The entire ad is presented from the brand's point of view, as it promotes its offer and highlights its association with reputable entities. # Storyline - The ad starts by announcing a special offer for new customers, conveying the message that there is a limited-time opportunity to join Fanduel and receive a bonus. The brand is telling the audience about the offer to entice them to sign up. - The ad highlights the offer of betting $5 and receiving $150 in bonus if the bet wins, emphasizing the potential reward for new users. The brand is communicating the value proposition to attract new customers. - The ad includes logos of NBA, Fanduel, and Paypal, along with images of NBA players, associating the offer with credible and well-known brands and figures. The brand is building trust and credibility by aligning with established entities. - The ad includes a disclaimer about responsible gambling and provides a helpline number, addressing potential concerns about the risks of gambling. The brand is demonstrating responsibility and care for its users.

# Ad summary This ad from Fanduel promotes a betting offer for new customers. The ad features basketball players and basketballs. # Brand positioning Fanduel is presented as a modern and accessible platform for sports betting. The brand is positioned alongside the NBA and Paypal logos, suggesting credibility and ease of use. The offer of bonus bets aims to lower the barrier to entry for new customers, making sports betting more appealing and less intimidating. The brand aligns with a lifestyle of sports enthusiasm and potential financial gain, pushing against the norm of traditional gambling by offering a user-friendly digital experience. # Product The product being advertised is a sports betting platform, specifically offering new customers the chance to "BET $5 GET $300 IN BONUS BETS IF YOU WIN." This offer is designed for individuals 21+ and physically present in NY. The ad specifies that this is for the first online real money wager only, with the bonus issued as nonwithdrawable bonus bets that expire 7 days after receipt. The ad addresses the purchase barrier of initial investment by offering a significant bonus, making it more appealing for new users to try the platform. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a clean and modern design with a focus on the basketball players and the offer. The image treatment includes background removal and color grading to make the colors pop. The typography is large and bold, making it easy to read. The ad contrasts with platform-native styles by using a high-design approach, which may help it stand out in the feed. # Hooks Headline: BET $5 GET $300 IN BONUS BETS IF YOU WIN # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of the risk associated with initial investment in sports betting. "BET $5" signals a low-stakes entry point, reducing the fear of losing a significant amount of money. # Value propositions - Low initial investment with high potential return - Credibility through association with NBA and Paypal # Benefits - Potential financial gain - Easy to use platform # Features - Bonus bets - Sports betting platform # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, promoting its offer and building credibility. # Storyline - The ad starts by highlighting an offer for new customers, immediately grabbing attention with the promise of a high reward for a low initial bet. The brand is telling the audience about the potential financial gain. - The ad then shows the logos of NBA, Paypal, and Fanduel, building credibility and trust by associating the brand with well-known and respected organizations. The brand is telling the audience that they are a legitimate and reliable platform. - The ad includes a responsible gambling message, providing a phone number and text line for help with a gambling problem. The brand is telling the audience that they care about responsible gambling. - The ad ends with legal disclaimers and restrictions, ensuring transparency and compliance. The brand is telling the audience about the terms and conditions of the offer.

# Ad summary This ad for FanDuel promotes a limited-time offer for new customers: Bet $5, get $150 in bonus bets if you win. The ad features images of NBA players and the logos of the NBA and FanDuel. # Brand positioning FanDuel is presented as a leading sports betting platform, closely associated with the NBA. The brand aims to occupy the space of a fun and rewarding way for sports fans to engage with their favorite games. By partnering with the NBA and featuring prominent players, FanDuel aligns itself with the excitement and prestige of professional basketball. The brand's positioning is functional, offering a straightforward incentive to attract new users, while also tapping into the emotional connection fans have with their favorite sport. # Product The featured product is a promotional offer from FanDuel, a sports betting platform. New customers who bet $5 will get $150 in bonus bets if they win. This offer is designed to lower the barrier to entry for new users, addressing the purchase barrier of initial investment and risk. The ad highlights the potential for a significant return on a small initial bet, making it an attractive proposition for those interested in sports betting. The offer is time-sensitive, expiring 7 days after receipt, creating a sense of urgency. # Visual style The ad has a clean and modern visual style, using bright colors and clear typography to convey its message. The images of the NBA players are professionally shot and well-lit, enhancing their appeal. The overall design is simple and straightforward, focusing on the key message of the offer. # Hooks Headline: BET $5 GET $150 IN BONUS BETS IF YOU WIN # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of the initial investment and risk associated with sports betting, making it more accessible to new users. # Value propositions - New customers can bet $5 and get $150 in bonus bets if they win, providing a high-value incentive to try the platform. # Benefits - Potential for a significant return on a small initial bet - Opportunity to engage with sports betting with reduced risk # Features - Bet $5 - Get $150 in bonus bets if you win # Call to action None used. # Social proof - The ad features images of NBA players, implying their endorsement of the platform. - The ad features the logos of the NBA and FanDuel, reinforcing the credibility and legitimacy of the offer. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting its offer and associating it with the NBA and its players. # Storyline - The ad starts by announcing a special offer for new customers: "BET $5 GET $150 IN BONUS BETS IF YOU WIN." This is intended to immediately grab the viewer's attention with a clear and enticing incentive. The brand is telling the audience about the offer. - The ad then features the logos of the NBA and FanDuel, reinforcing the credibility and legitimacy of the offer. This is intended to build trust and associate the promotion with established brands. The brand is reinforcing its association with the NBA. - The ad includes images of NBA players, further enhancing the appeal and relevance of the offer to basketball fans. This is intended to create a visual connection with the target audience and leverage the popularity of these athletes. The brand is using celebrity endorsement to increase appeal. - The ad concludes with responsible gambling disclaimers and contact information, addressing potential concerns and promoting responsible betting practices. This is intended to demonstrate the brand's commitment to ethical conduct and provide resources for those who may need help. The brand is showing responsibility and care.

# Ad summary This ad features Blake Griffin promoting the FanDuel app. He highlights the 'Playoff Mode' feature, which includes exclusive boosts and bonuses. He also mentions 'Drive SGP,' a fast and easy way to live parlay every drive, encouraging viewers to turn on Playoff Mode on the FanDuel app. # Brand positioning FanDuel is presented as a leading sports betting platform that enhances the excitement of live sports through its user-friendly app. The brand aims to occupy the space of an innovative and engaging platform for sports enthusiasts, aligning with values of excitement, competition, and real-time engagement. FanDuel positions itself as a modern, tech-forward platform that caters to the fast-paced nature of sports betting, pushing against traditional, static betting experiences by offering features like 'Drive SGP' for live parlays. The brand positioning is both functional, emphasizing ease of use and speed, and emotional, tapping into the thrill and engagement of sports. # Product The FanDuel app is a sports betting platform that allows users to place bets on live sports events. The ad highlights two key features: 'Playoff Mode,' which offers exclusive boosts and bonuses during playoff seasons, and 'Drive SGP,' described as the fastest and easiest way to live parlay every drive. The app is designed for sports fans who enjoy betting and want to enhance their experience with real-time, dynamic options. The ad addresses the potential barrier of complexity in sports betting by emphasizing the ease and speed of 'Drive SGP,' making it accessible for both experienced and new bettors. The app aims to provide a more engaging and rewarding betting experience, particularly during high-stakes playoff games. # Visual style The ad has a polished, commercial aesthetic with a clean and professional presentation. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a professional feel. The pacing is consistent, with a focus on clear and direct messaging. The audio-visual sync is well-coordinated, with text and product actions timed to the voiceover. # Hooks Spoken: 00:00–00:05 Blake Griffin: There's airplane mode and survival mode, but my favorite mode is playoff mode on FanDuel. Text overlay: 00:00–00:05 BLAKE GRIFFIN RETIRED NBA ALL-STAR / 00:00–00:05 Gambling Problem? Call 1-800-GAMBLER. For NY, call 1-877-8-HOPENY or text HOPENY. 21+ (18+ DC, KY, WV) and present in select states. Visual: 00:00–00:05 Close-up shot of Blake Griffin, a middle-aged Black man with short curly hair, wearing a light blue polo shirt and a gold chain. He is centered in the frame, speaking directly to the camera with a neutral expression. The background is a blurred studio setting with blue and white panels. Text overlay identifies him as 'BLAKE GRIFFIN RETIRED NBA ALL-STAR.' # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional sports betting can be complex or slow, which can be frustrating for users. The solution is 'Drive SGP,' which offers the 'fastest, easiest way to live parlay every drive.' # Value propositions - Exclusive boosts and bonuses during playoffs enhance the betting experience. - Drive SGP provides a fast and easy way to live parlay every drive. # Benefits - Enhanced betting experience during playoffs - Fast and easy live parlays # Features - Playoff Mode: Exclusive boosts and bonuses all playoffs long - Drive SGP: Fastest, easiest way to live parlay every drive # Call to action Turn on playoff mode only on the FanDuel app. # Social proof - The ad features Blake Griffin (Retired NBA All-Star) as an endorser, lending credibility to the FanDuel app. # Point of view - Expert 100% – The ad is delivered entirely from the perspective of Blake Griffin, a retired NBA All-Star, who acts as a credible figure endorsing the FanDuel app. # Storyline - 00:00–00:05 00:00–00:05 Blake Griffin introduces the concept of different 'modes,' including 'airplane mode' and 'survival mode,' before highlighting his favorite: 'playoff mode' on FanDuel. - 00:05–00:12 00:05–00:12 Griffin announces that on January 10th, the FanDuel app will shift into 'high gear' with exclusive boosts and bonuses all playoffs long. - 00:12–00:20 00:12–00:20 Griffin introduces 'Drive SGP,' describing it as the fastest and easiest way to live parlay every drive. - 00:20–00:23 00:20–00:23 Griffin urges viewers to turn on 'playoff mode' only on the FanDuel app, ending with a call to action. - 00:23–00:28 00:23–00:28 The ad concludes with a visual of the FanDuel app interface, highlighting the 'Turn on Any Drive' feature and promoting a 'Profit Boost Pack' available every gameday.

# Ad summary This ad for Fanduel shows a group of friends gathered to watch a football game. The spot promotes their ongoing "Fanuary" promotional period. # Brand positioning FanDuel is presented as a sports betting and casino platform that enhances the excitement of watching sports, particularly football. The ad suggests that FanDuel brings people together to celebrate and enjoy the game, fostering a sense of community. It positions itself as a destination for sports fans looking to engage with the game, especially during their "Fanuary" promotional period. # Product FanDuel is introduced as a sportsbook and casino platform that enhances the experience of watching sports, particularly football. The ad promotes FanDuel's "Fanuary," a promotional period, and suggests that users can engage in sports betting to make watching games more exciting. FanDuel offers a platform for users to engage with their favorite sports and teams, providing opportunities for entertainment and potential winnings. # Visual style The ad has a vibrant and energetic aesthetic. The opening scene with the group of friends has a casual, UGC-like feel, while the closing shots are more polished, with clean graphic design and bright, saturated colors. The editing is quick, with fast cuts between scenes. The quick pacing, energetic visuals, and soundtrack are designed to create excitement and encourage engagement. # Hooks Spoken: 00:00–00:02: It's Fanuary at FanDuel! Text overlay: Please play responsibly. 19+ and physically located in Ontario. If you have questions or concern about your gambling or the gambling of someone close to you, please contact ConnexOntario at 1-866-531-2600 to speak to an advisor, free of charge. Visual: 00:00–00:02: A group of young adults celebrates in a living room setting. One wall features a green board decorated as a football field. The individuals, displaying varying gender presentations and dressed in casual, colorful attire, cheer and high-five each other. The camera moves slightly with a handheld feel, capturing their energy. Lighting is warm and bright. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Engage in sports betting to make watching games more exciting. # Benefits - Enhances the experience of watching sports - Provides opportunities for entertainment and potential winnings - Fosters a sense of community among sports fans # Features - Sportsbook and casino platform # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of sports fans enjoying a game together. # Storyline - 00:00–00:02 A group of friends celebrates around a football-themed decoration. They appear to be watching a game and reacting with excitement. - 00:02–00:03 The Fanduel logo is shown with the word "Fanuary" beneath it. - 00:04–00:06 The FanDuel Sportsbook and Casino logo is shown.

# Ad summary This ad for Fanduel announces that it is America's #1 sportsbook. # Brand positioning Fanduel is presented as the leading sportsbook in America, emphasizing its popularity and widespread use. The brand is positioned as a premier choice for sports wagering, aligning with the excitement and prestige of professional sports through its official partnership with the NFL. This association implies a commitment to quality, reliability, and an enhanced betting experience, aiming to capture the attention of both casual and serious sports fans. # Product The ad promotes Fanduel as a sportsbook, which is a platform for placing bets on various sports events. It is designed for individuals who are interested in sports wagering and are looking for a reliable and popular service. The ad highlights Fanduel's position as "America's #1 SPORTSBOOK," suggesting it has a large user base and a strong reputation. The ad also includes responsible gambling information, providing resources for those who may have a gambling problem, which addresses potential purchase barriers by promoting responsible usage. # Visual style The ad has a clean and straightforward visual style, using a simple color scheme of blue, white, and yellow. The typography is bold and prominent, designed to quickly convey the message. The overall aesthetic is professional and trustworthy, aligning with the brand's position as a leading sportsbook. # Hooks Headline: AMERICA'S #1 SPORTSBOOK # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential pain point of users seeking a reliable and popular sportsbook, as well as concerns about responsible gambling. The ad provides resources for those who may have a gambling problem: "Gambling Problem? Call 1-800-GAMBLER." # Value propositions - Being the #1 sportsbook implies a superior user experience, better odds, and a trusted platform for sports wagering. # Benefits - America's #1 SPORTSBOOK # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting its achievements and promoting responsible gambling. # Storyline - The ad opens by establishing Fanduel's credibility through its official partnership with the NFL. This is intended to immediately associate the brand with a trusted and highly respected sports organization, enhancing its appeal to sports enthusiasts. The brand is telling this part of the story. - The ad then declares Fanduel as "AMERICA'S #1 SPORTSBOOK," emphasizing its leading position in the market. This is designed to attract users by showcasing its popularity and success, suggesting it is the preferred choice among American bettors. The brand is telling this part of the story. - The ad concludes by providing responsible gambling resources, including a helpline and website. This is intended to address potential concerns about gambling addiction and promote responsible betting practices, reinforcing the brand's commitment to user well-being. The brand is telling this part of the story.

# Ad summary This image ad promotes Fan Duel's fee-free bets during the weekend in Chicago. # Brand positioning FanDuel is presented as a sports betting platform. It is not directly stated, the ad shows its association with sports and specifically football. The brand is positioning itself as a go-to platform for sports enthusiasts looking to engage in betting activities, particularly during key sporting events. The brand's messaging is functional, highlighting the benefit of 'fee-free' bets, which appeals to users looking to maximize their betting value. By offering this promotion, FanDuel aims to provide an added incentive for users to choose their platform over competitors, emphasizing a customer-centric approach by reducing costs associated with betting. # Product The product being advertised is the opportunity to place bets on the FanDuel platform with no fees applied. This offer is available to individuals who are 21 years or older and are present in IL (Illinois). The ad emphasizes the 'fee-free' aspect, which is a unique selling proposition, making it more attractive for users to place bets during the specified promotional period. The ad promotes this offer for all bets placed throughout the weekend. The offer also has a clear end date, as the promotion expires at 11:59 PM CST on January 18. # Visual style The ad uses a dynamic and energetic visual style with football players in action to convey excitement and promote FanDuel's betting platform. The ad has a highly polished, studio-shot style, using vibrant colors and professional photography to capture attention and create a sense of excitement. The integration of bold typography and energetic imagery enhances the ad's stop power in feed, making it visually appealing and easily scannable. # Hooks Headline: IT'S GOING DOWN IN CHICAGO # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the frustration of having to pay fees on bets, which can reduce potential winnings and add an extra cost to the betting experience. "All bets are fee-free all weekend long" promises to remove these fees, providing a more appealing betting environment. # Value propositions - All bets are fee-free all weekend long # Benefits - Fee-free bets for the weekend # Features - All bets are fee-free # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present throughout the ad, with the brand promoting its services and providing essential disclaimers. # Storyline - The ad starts by announcing that "It's going down in Chicago," setting the scene and generating excitement about a sporting event likely taking place in the city. The brand is announcing the promotion. - Next, the ad highlights the main promotional offer: "All bets are fee-free all weekend long," communicating the key benefit to potential users. The brand is announcing that bets are fee-free. - The ad concludes with responsible gambling information and legal disclaimers, including a helpline for gambling problems and details on age and location eligibility. The brand is stating the terms and conditions.

# Ad summary This ad promotes FanDuel's 'Drive SGP' feature, offering a 'Profit Boost Pack' every gameday. It includes responsible gambling resources and legal disclaimers. # Brand positioning FanDuel is presented as a user-friendly platform for sports betting, aiming to enhance the excitement of game days. The brand positions itself as a provider of opportunities to increase potential profits through features like 'Drive SGP' and 'Profit Boost Packs'. The brand aligns with the lifestyle of sports enthusiasts and those who enjoy the thrill of betting, offering a functional benefit of boosted profits while adhering to responsible gambling guidelines. # Product The ad promotes FanDuel's 'Drive SGP' feature, which appears to be a tool or option within the FanDuel app that allows users to enhance their potential profits on sports bets. The 'Profit Boost Pack' is offered every gameday, suggesting a recurring incentive for users to engage with the platform. The product is for individuals interested in sports betting and aims to increase their potential winnings. The ad addresses potential purchase barriers by including responsible gambling resources and legal disclaimers, ensuring users are aware of the risks and regulations associated with sports betting. # Visual style The ad has a polished, studio-shot production quality with a focus on the FanDuel app interface. The visual motifs include a grid layout and color blocks. The image treatment includes color grading and lighting effects. The ad mimics a platform-native style, resembling a mobile app interface. The typography is large and bold, enhancing scannability in the feed. # Hooks Headline: PROFIT BOOST PACK EVERY GAMEDAY! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential frustration of not maximizing profits on sports bets, as signaled by the 'Profit Boost Pack' offer. # Value propositions - Increase potential winnings with Drive SGP and Profit Boost Pack # Benefits - Enhance potential profits on sports bets - Recurring incentive for users to engage with the platform # Features - Drive SGP - Profit Boost Pack # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the FanDuel app interface, features, and promotional offers. # Storyline - The ad opens by showcasing the FanDuel app interface, highlighting the 'Turn On Any Drive' feature, which is presented from the brand's perspective to draw attention to a key functionality within the app. - The ad then transitions to a view of a football field graphic with the text 'Drive SGP', which is presented from the brand's perspective to visually represent the sports betting context and the specific feature being promoted. - The ad concludes with the text 'Profit Boost Pack EVERY GAMEDAY!', which is presented from the brand's perspective to emphasize the recurring incentive and value proposition for users.

# Ad summary This ad promotes FanDuel and the opportunity to make fee-free bets. The ad features a male describing how FanDuel is offering fee-free bets during the weekend. # Brand positioning FanDuel is presented as a leading sports betting platform that aims to make betting more accessible and appealing. The brand positions itself as customer-centric by eliminating fees, which is a deviation from standard industry practices. The brand aims to create a fun and engaging experience for users and this positioning is functional, focusing on the financial benefits of using FanDuel. # Product FanDuel is a sports betting platform that allows users to place bets on various sporting events. The advertisement highlights a special promotion where all bets are fee-free throughout the weekend. This offer is presented as a significant advantage, providing more action without incurring additional fees. The product is designed for individuals interested in sports betting, offering a chance to engage with their favorite games and potentially win money. # Visual style The ad has a raw, UGC-style aesthetic, resembling a quick selfie video. The editing is minimal with a single, direct cut to the logo. The production quality is casual, contributing to the authenticity of the message. The pacing is steady, with a focus on delivering the information quickly and directly. # Hooks Spoken: 00:00–00:02: Chicago, it's going down this weekend, and not because of all the great games. Text overlay: 00:00–00:02: CHICAGO. IT'S GOING DOWN THIS WEEKEND. / 00:02–00:05: AND NOT BECAUSE OF ALL THE GREAT GAMES. / 00:00–00:05: Gambling Problem? Call 1-800-GAMBLER. / 00:00–00:05: 21+ and present in IL. Promotion expires 11:59 PM CST on 1/1/18. Visual: 00:00–00:05: The shot is a close-up of a fair-skinned, light-haired man with a mustache, who looks to be in his 30s, wearing a light grey jacket and a white baseball cap. The cap has the word "GENERATIONAL" written on it, mirrored. He's speaking directly into the camera with an enthusiastic expression. The background shows a wall with posters and memorabilia, including an American flag. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points Betting fees can reduce the amount of money available for placing bets, and decrease potential winnings. # Value propositions - Fee-free bets offer more action and savings exclusively on FanDuel, making it an attractive choice for sports betting enthusiasts # Benefits - More action - No fees # Features - Every bet is fee free # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is delivered from the perspective of someone who could be a FanDuel user, creating a sense of authenticity. # Storyline - 00:00–00:02 The ad begins with an enthusiastic man addressing the audience, stating that something big is happening in Chicago this weekend. - 00:02–00:05 He clarifies that this event is not related to the games but to the betting opportunities available. - 00:05–00:09 He announces that FanDuel is offering every bet fee-free for the entire weekend, emphasizing the benefits. - 00:09–00:14 He concludes by reiterating that this offer means more action and no fees, and it is exclusively available on FanDuel.

# Ad summary This ad promotes FanDuel's rewards program for the NFL playoffs, encouraging users to engage with the platform during this key sporting event. It highlights the opportunity to choose a reward every round, appealing to sports fans interested in betting and engaging with the playoffs through the FanDuel app. # Brand positioning FanDuel is presented as a premier sports betting platform that is officially partnered with the NFL, lending it credibility and authority in the sports world. The brand is positioned as a way for fans to actively engage with the playoffs, offering rewards and enhancing the excitement of the games. FanDuel aligns with a lifestyle of sports enthusiasm and strategic betting, making it appealing to those who follow sports closely and enjoy participating through online betting. The brand message pushes against the category norm of passive viewership, encouraging active participation in sports events through its platform, and focuses on a functional approach, offering a platform with potential rewards and added engagement. # Product The product advertised is the FanDuel rewards program, which allows users to select a reward for every round of the NFL playoffs. It is designed for users who are already engaged with sports betting and the FanDuel platform, looking to enhance their experience during the playoffs. The key feature is the ability to "CHOOSE YOUR REWARD EVERY ROUND!", which provides a personalized and continuous engagement opportunity. The ad showcases this choice through two options: "PROFIT BOOST" and "NO SWEAT", suggesting that users can either increase their potential winnings or have a safety net in case their bet loses. This addresses a key purchase barrier by offering both upside and downside protection. By highlighting these choices, FanDuel encourages active participation and increased engagement with the platform during a high-profile sporting event. # Visual style The ad features a modern, tech-focused visual style with a clean and straightforward design. The production quality appears highly polished, with professional lighting, gradient color schemes, and carefully placed elements. A platform-native lookalike is used to create a sense of trust and familiarity, with a focus on bold, legible typography. The aesthetic promotes scannability by focusing on key action and information elements. # Hooks Headline: PLAYOFF MODE # Funnel stage Middle of funnel (Consideration) # Pain points Potential frustration or lack of excitement during the NFL playoffs, as the ad aims to provide an enhanced and engaging experience for users looking to actively participate in the games. # Value propositions - Enhanced engagement and active participation - Personalized reward choices, offering both upside and downside protection # Benefits - Ability to select a reward each round - Offers "PROFIT BOOST" and "NO SWEAT" options # Features - CHOOSE YOUR REWARD - EVERY ROUND! # Call to action None used. # Social proof - None used. # Point of view - Brand: The FanDuel logo and official NFL partner badge at the top of the image position the brand as credible and connected to professional sports. - Customer: The central focus on "CHOOSE YOUR REWARD" from within the FanDuel app simulates the user's perspective, highlighting the personalized benefits and ease of use. - Brand: The tagline "PLAYOFF MODE" and the ON/OFF toggle switch aim to convey that the brand is exciting and user-friendly, suggesting that the user can easily enhance their experience. # Storyline - The ad begins by showcasing FanDuel's association with the NFL playoffs through its official partnership logo at the top, establishing credibility and relevance. This lends authenticity to the ad and appeals to sports enthusiasts. - Next, the ad introduces the concept of "PLAYOFF MODE" in large, bold letters, creating excitement and a sense of occasion. This sets the tone for active participation and elevates the experience for users. - A toggle switch set to "ON" visually reinforces the idea of activating this special mode, encouraging users to engage with the FanDuel app during the playoffs. This acts as a call to action, inviting users to participate and benefit from the rewards program. - The ad presents a smartphone displaying the FanDuel app interface, highlighting the ability to "CHOOSE YOUR REWARD EVERY ROUND!". This provides a clear and actionable benefit, emphasizing the platform's user-friendly approach and personalized rewards. - The ad includes resources to promote responsible gambling at the bottom. This conveys the brand's intent to emphasize that FanDuel is socially responsible and prioritizes its users' well-being.

# Ad summary This ad for Fanduel features the NFL playoffs. The ad promotes a new offer where users can choose their reward every round. # Brand positioning The ad promotes Fanduel as a platform for sports enthusiasts, specifically those interested in football and the NFL. It positions itself as an official partner of the NFL, lending credibility and suggesting a close relationship with the league. The brand is targeting users seeking opportunities to engage with the NFL Playoffs through rewards and interactive features, making it appealing for fans looking to enhance their playoff experience with potential benefits. # Product The ad promotes the Fanduel app, which is designed for sports betting and engagement with the NFL Playoffs. The main product feature highlighted is the ability for users to 'Choose Your Reward Every Round' of the playoffs, offering a tangible incentive to use the app. The ad suggests that Fanduel provides a platform for users to enhance their engagement with the NFL Playoffs through interactive features and potential rewards. By highlighting the 'Choose Your Reward' feature, the ad aims to attract users who seek added benefits and engagement opportunities during the playoffs. It also subtly addresses a potential purchase barrier by including responsible gambling resources. # Visual style The ad employs a clean and professional visual style, making use of a blue gradient background. The composition is simple and focuses on the product (the Fanduel app) and its key features. The use of official NFL logos and a sleek smartphone visual enhances credibility, while the overall design appears modern and trustworthy. The image treatment is minimal, with the focus on clear messaging and easy readability. This visual style aims to project competence and attract users with its straightforward presentation. # Hooks Headline: PLAYOFF MODE ON # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not directly address any user pain points, but does refer to a resource for responsible gambling. # Value propositions - Ability to choose rewards every round. # Benefits - Gambling Problem? Resources listed # Features - Choose your reward every round # Call to action None used. # Social proof - None used. # Point of view - Brand: The partnership with the NFL Playoffs is visually reinforced with official logos at the top, emphasizing their association and legitimacy. - Brand: The ad invites users to engage with the Fanduel app and capitalize on potential benefits. - External source: The inclusion of gambling problem resources provides reassurance about responsible practices, signaling support for those who need it. # Storyline - The ad opens by highlighting Fanduel's partnership with the NFL Playoff, associating the brand with a major sports event to immediately capture the viewer's attention and establish credibility. The purpose of this beat is to leverage the popularity of the NFL Playoffs to draw in viewers interested in sports betting and engagement, told from the brand's perspective. - Next, the ad introduces the feature of 'Playoff Mode' and highlights the ability to 'Choose Your Reward Every Round,' signaling the core value proposition of the Fanduel app and engaging viewers with the interactive feature. The objective is to communicate the app's unique offering, making it appealing for users who want to actively participate in the playoff season and benefit from potential rewards, narrated from the brand's point of view. - The ad emphasizes responsible gambling by providing resources such as a helpline and website for those who may have a gambling problem. The intention is to address potential concerns about the risks of sports betting, reassuring users that the platform promotes responsible practices and offering support for those who need it, told from an external resource perspective.