FanDuel Strikes Again: Gronk Returns for Epic Super Bowl Marketing Campaign

Article Brief:

FanDuel, a sports betting company, revealed today (Jan. 9) that it has once again partnered with NFL legend Rob Gronkowski for a new campaign, building on the success of their "Kick of Destiny" commercial from last year's Super Bowl, according to information provided to Our Website.

"Kick of Destiny 2" will feature three video spots following Gronkowski's journey to redemption after failing to complete a field goal during a live commercial at Super Bowl LVII. The spots will include appearances by John Cena and Carl Weathers, and will lead up to this year's game with a live pre-game kick and outcome-specific commercial. FanDuel is also giving consumers the opportunity to make a free pick on whether Gronkowski will make the kick through the FanDuel Sportsbook app, with correct guesses eligible to win a share of $10 million in bonus bets.

Article Insight:

FanDuel made its debut at the Super Bowl last year with a unique marketing strategy. The “Kick of Destiny” commercial featured NFL Pro Bowler Rob “Gronk” Gronkowski attempting a 25-yard field goal during a live third-quarter break. The bet was that if successful, consumers who had placed wagers on the Super Bowl through FanDuel Sportsbook could win a share of a $10 million prize. While the kick did not make it, causing debate on social media, FanDuel assured viewers that the offer would still be valid. Despite the outcome, the effort generated significant engagement, according to FanDuel Executive Vice President of Marketing Andrew Sneyd.

Now, FanDuel and Gronk are teaming up once again to pursue redemption with a new campaign that is set to coincide with the NFL playoffs, potentially generating excitement and securing a strong viewership for the big game, taking place in Las Vegas on Feb. 11. Overseen once more by Wieden + Kennedy, the debut ad for the campaign, "Desert," is now live as of today (Jan. 9). The ad features Gronkowski navigating through the desert, reflecting on his past setbacks before encountering Weathers, who boosts his morale and whisks him away on the sidecar of his motorcycle.

The “Desert” kickoff spot will be featured on national NFL platforms such as CBS, Fox, regional sports networks, national cable partners, and social media. It will also be shown during the first exclusive, live-streamed NFL playoff game on Peacock, confirmed by a spokesperson from Our Website.

Additionally, Gronkowski will make four more appearances. In the second spot, called "Again?," the retired athlete convinces FanDuel to give him another chance instead of offering it to someone else — specifically, John Cena. A third spot will serve as a movie trailer to create excitement for the upcoming kick. Gronkowski will then attempt the kick live on game day before the national anthem, and a final spot that will air in the second quarter of the big game will celebrate the outcome and include footage from the kick.

Kay Adams, the host of FanDuel TV’s “Up & Adams,” will be the commentator for Gronkowski’s upcoming kick in front of a live audience. FanDuel is adding an interactive betting element, allowing consumers to make a free pick on whether they think Gronkowski will “Make or Miss” the kick through the FanDuel Sportsbook app. Viewers who choose correctly will have a chance to win an equal share of $10 million in bonus bets. Fans are encouraged to follow Gronkowski’s journey on social media using the hashtag #KickofDestiny on X (formerly known as Twitter).

FanDuel's extensive marketing campaign leading up to the big game demonstrates the growing mainstream acceptance of sports betting. This year's Super Bowl being held in Las Vegas for the first time is a significant milestone, marking the city's return to hosting Super Bowl campaigns after a two-decade ban. Additionally, BetMGM will make its debut with an ad created by the creative agency Highdive during the Super Bowl.