Fanduel World Fantasy Football Championship
Fanduel, the world leader in one-day fantasy sports, was looking for a way to promote the Fanduel World Fantasy Football Championship. They wanted to capture the excitement of short-term fantasy sports, partner with world-class athletes to demonstrate their leadership position in the space, and promote registrations and participation for the championship in the later stages of the competition.
And, they wanted an activation that demonstrated the fun, camaraderie, and excitement that fantasy sports brings to fans every day.
To achieve these lofty goals, Barnburner tapped two of the true greats in the game - Joe Montana and Dan Marino. A viral video campaign showed how these two legends competed on field and off, and that this sense of competition translated into a heated competition on Fanduel - a competition that mirrored the excitement they felt competing on the field.
The campaign culminated in live appearances by Joe and Dan at the World Fantasy Football Championship itself, giving every day Fanduel players the chance to not only meet, but compete in a real live mock combine alongside these two Hall of Famers, catching passes thrown by the two greatest quarterbacks in NFL history.
Finally, to hit on the core objective of the campaign and promote registrations, the campaign was branded with a fun, edgy creative hook and tagline that tied this opportunity back to a call to action: