BORN LUCKY
DraftKings
The chances of you being born are 1:400 quadrillion, meaning your very existence is proof that you’ve overcome enormous odds.
Draftkings is reframing perspectives, helping people realize how lucky they truly are and giving them the means to take advantage of it on their app.
An important reminder
To launch our campaign, we’re gonna remind the world of how lucky they are, by making them feel lucky day to day.
From heads up pennies to convenient parking spots, DraftKings is taking the little things that make you feel lucky, and pairing them with free bets to keep it rolling.
Keep it rolling
Since we're aiming to influence the world’s perspective, there's no better platform than social media.
Whether it’s running into a friend in another country or getting into your dream college… DraftKings will encourage creators who post particularly lucky interactions to sign up and keep their streak rolling with free bets.
Draftking’s lifeline
Everybody knows how lucky the random people who win the lottery are, but nobody knows how lucky they themselves are.
Introducing the DraftKings Life Line. Now on our app, users will be given the opportunity to input personally lucky experiences in exchange for free bets to double down.
Lifeline news
It’s hard to feel how lucky you truly are when you can rarely turn on the TV or look at your phone without seeing bad news.
So we’re going to reassure you of your natural luck through our commercial news broadcasts where we’ll share only good news - the luckiest experiences shared on Life Line every week.
And through GPS powered notifications, we will remind users how lucky everyone is around them - not only in DraftKings but in real life.
A familiar taste of luck
To end our campaign with flavor - Draftkings is giving random shoppers a taste of how lucky they are by collaborating with their favorite snack brands.
From opening a pack of Skittles for them all to be blue, to a bag of Lays chips full to the brim - DraftKings is putting lucky snacks all over America along with free bets hidden on the inside.
Copywriter: Sam Horton // Art Director: LaTrice Wooden