BLOG POST 1: ANALYZE COMMUNICATIONS

 When I think of a piece of brand communication that resonates with me it’s difficult to parse thru the various types of channels that we are presented with brand communication. I spend my free time lately streaming tv shows and using different types of social media.

 One brand experience that stands out is FanDuel. FanDuel is a gambling company that offers sportsbook, daily fantasy sports, essentially acting as an online casino. Having lived most of my life in Washington State I had no experience with companies like FanDuel, as online gambling was and still is illegal.

 I moved to New York City in 2019, and unbeknownst to me New York City legislature passed into law the ability for residents to take part in legal online sports betting applications beginning in January 2022.

 Despite not being aware of this new law, I noticed a FanDuel advertisement for New York residents. FanDuel created insights on the law that had passed back in April 2021. There was so much going on in the world in April 2021 that I had totally missed this legislature passing. By creating clarity that this was truly legal, FanDuel provided me with insights and value beyond simply asking me to download their application.

 What resonated with me was that instead of having a call[-to-action of spending my money on their sports betting, FanDuel took an approach to create clarity with consumers of the legality of sports betting. Beyond that it was the consumers choice should they decide to move forward into downloading their application and placing bets.

 I imagine the brand planning team dove into research of local New York City resident awareness of the new legislature that passed in 2021. They likely found that a majority of residents were unaware that starting on January 8th, 2022 residents would be able to legally place bets on their favorite teams or sports via betting applications on Android or iPhone.

 Based on where I saw these advertisements the target user for FanDuel was power-user of social media. Rather than advertise on TV or Radio, I found their communication on both Twitter and Instagram. By targeting users geo-located in New York City and creating clarity thru these social advertisements, FanDuel was able to create value and simplify the consumer journey into downloading their application directly from the advertisement.

 After reading the link further and doing my own investigation into the legislature, I felt comfortable knowing I could legally download a sports betting application like theirs.

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