DailyMVP: Have An MVP Day

DailyMVP needed to build a core user base and become a recognized brand in the Daily Fantasy Sports (DFS) category, which was dominated by two massive spenders—DraftKings and FanDuel. To resonate with the casual sports fan, we needed to do something highly credible that would surprise and delight. So, we did the obvious: hire two of the biggest icons in sports and put them in hideous wigs. 

Casting “MVPs” to represent “DailyMVP” meant instant brand credibility. Within the first month of the campaign, DailyMVP saw a 49% increase in app downloads and a 222% increase in daily fantasy game signups. The campaign earned 200 million media impressions, including 57 media placements on outlets like ESPN, Bleacher Report, Fast Company, Good Morning America, and ABC Evening News. Additionally, "Gary" became the hottest meme on Twitter, and Tom Brady continued to keep us updated on his alter ego via his personal Facebook page.