FanDuel breaks into branded content with series starring ESPN’s Adam Schefter

ESPN's Adam Schefter is the star of FanDuel’s new branded content series

ESPN reporter Adam Schefter is the star of FanDuel’s new branded content series, in which he finds himself unable to escape conversations about fantasy football no matter what the circumstance.

In the first episode of the four-part series, a delivery man refuses to give Schefter his package until he provides him with a few fantasy tips. In the second, Schefter’s doctor is more concerned with discussing his fantasy lineup with the NFL guru than sharing the results of his recent X-rays. The other two have not been released yet.

The series was created in partnership with New York-based production company Hangar Four. FanDuel is hoping the social campaign will help it leverage Schefter’s nearly 7 million Twitter followers and more than 580,000 on Facebook.

The video push comes after a tumultuous few years for the daily fantasy sports site. Earlier this year, FanDuel and rival site DraftKings scrapped a planned merger after the Federal Trade Commission sued to stop it, claiming the two would essentially form a monopoly since together they control 90% of the national market for paid daily fantasy sports.

Both FanDuel and DraftKings have also run into their fair share of legal troubles since gaining popularity. Last year, the two agreed to each pay $6m to settle claims of false advertising violations by New York Attorney General Eric Schneiderman. Both companies were accused of running misleading and deceptive ads that overstated a player’s chances of winning money.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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