FanDuel Brand Activation
An immersive consumer experience
The daily fantasy sports business has become an extremely competitive space in a short amount of time. With so many options for consumers to choose from, and lack of differentiation between one company and another, FanDuel had to move quickly to gain market share and increase brand recognition.
What better place is there to interact with football and fantasy sports fans than at an NFL stadium? With the NFL season around the corner, FanDuel was faced with having to design, produce and build several brand activation footprints within a professional football stadium in an effort to raise brand awareness, enroll new users, and promote consumer engagement.
With such a tremendous task at hand, and working with only a 3-week window, FanDuel turned to Pinpoint to design, create, build and install an immersive consumer experience for football and fantasy sports fans to be showcased within several areas inside The Jacksonville Jaguars Stadium—EverBank Field in Jacksonville, FL.
The overarching solution was to create multiple FanDuel-branded footprints throughout the stadium, collectively known as “FanDuelVille.”
The FanDuel in-stadium footprint accommodates over 3,000 fans during each Jacksonville Jaguars home game and comprises three brand-centric areas designed to engage the FanDuel target consumer: The Reward Zone, The VIP Club, and The Mayor’s Cabana.
The FanDuel brand activation has been a remarkable success. FanDuelVille is now a marquee destination for fans and provides prime visibility both in the Jacksonville stadium and on TV during nationally televised games. The brand exposure for FanDuel has been huge and the overall project was a huge success for the entire 2015 season.
The custom assets & build-out consisted of:
- 60’ wide x 15’ tall x 17’ deep custom truss system structure with canopy
- Vinyl elevator wraps
- Stanchion walls
- Imprinted turf
- Slip-resistant concrete floor graphics
- Custom branded furniture
- Custom branded kiosks
- Promotional product giveaways for fans
- Printed postcards and handouts
- Imprinted apparel
- Various signage throughout the stadium