Beginning in Fall 2019, I came on as Lead Writer & Strategist for the launch of FOX Sports’ online sports-wagering platform, the FOX Bet App. With online wagering projected to be a $10B industry by 2022, helping grow this start-up represented an exciting new challenge.
With FOX Sports’ top on-air talent serving as the brand ambassadors, I created weekly viral content for each of them, promoting their “custom bets” on specific weekly games. Our unique talent-driven approach on social and digital channels connected strongly with fans, immediately building brand awareness and wallet-share that exceeded projections.
Below are some of the most-viewed campaign where I concepted and scripted…
Shields up! Kicking off the campaign, I wrote this Launch Trailer voiced by Sonequa Martin-Green, star of the CBS All-Access hit show Star Trek Discovery.
We weren’t allowed to show any NFL game footage OR team logos. So how do you evoke that same level of excitement given these limitations?
Inspired by the classic electric football board from the 80’s, I came up with a concept to visually capture the excitement Big Game in lieu of any actual footage or team iconography. I also interviewed FOX Bet talent to craft dramatic narration. Take a look!
Spot #1 (Charissa Thompson)
Spot #2 (Shannon Sharpe)
Spot #3 (Rachel Bonnetta)
Spot #4 (Colin Cowherd)
“ROAD TO MIAMI” TEASER
In addition to our more emotional and dramatic “Memories” campaign, I wrote this comedic teaser launching our “Road To Miami” campaign, and introducing the newest face of FOX Bet, Shannon Sharpe.
For the brand’s first-ever holiday campaign, devise a format that leads to renewable creative for each individual host and their game-specific Custom Bet during football’s busiest time of year.
A giant White Elephant game in which each host opens a surprise gift from a follow host, themed for their game-specific Custom Bet offer. The result: we shot all our talent in one location and under budget. The visually-unified campaign generated social views and new customer sign-up beyond projections.