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Our Responsible Gaming Marketing Campaign
DraftKings Taps The Miz and Tony Hawk for its New Responsible Gaming Advertising Campaign: Practice Safe Bets
BOSTON, MA (September 7, 2022) – DraftKings Inc. (Nasdaq: DKNG) (“DraftKings” or the “Company”) today announced its newest responsible gaming initiative – the Practice Safe Bets advertising campaign – as the Company marks the American Gaming Association’s inaugural Responsible Gaming Education Month this September. Produced by DraftKings’ creative and media agency VaynerMedia, the campaign includes two commercials – the first featuring professional wrestler The Miz and the second featuring legendary skateboarder Tony Hawk – that emphasize the importance of engaging in responsible gaming, including setting limits on play by using the responsible gaming tools available on the DraftKings app. The spots will air in radio and TV markets across the U.S., as well as on DraftKings’ various social media channels.
“Responsible gaming advertising is a tremendous opportunity to reach DraftKings players in a fun and educational way,” said Stephanie Sherman, DraftKings Chief Marketing Officer. “We chose The Miz and Tony Hawk for the Practice Safe Bets campaign because of their extensive fan bases and because their personalities will break through the noise to reinforce why using responsible gaming tools is so important.”
Inspired, in part, by the 1990s-era “The More You Know” public service announcements, the advertising spots are infused with retro costumes and backgrounds. In particular, Tony Hawk wears a helmet and kneepads, lending an analogy to the deposit and time limits available on the DraftKings app, while The Miz, clad in a metallic costume, exudes a “cool factor” and makes the point that it’s “cool to cool-off” from betting.
The Practice Safe Bets campaign further solidifies DraftKings’ track record of being a leader in the industry when it comes to responsible gaming marketing, as evidenced by, among other things, the Company’s promotion of its It’s More Fun When It’s For Fun responsible gaming tagline as part of its brand and marketing strategy, alongside the American Gaming Association’s Have A Game Plan. Bet Responsibly public service campaign.
Read the full press release here