Fanatics Sportsbook sees major spike in downloads from Kendall Jenner's viral Super Bowl ad campaign

Core Insights - The Super Bowl ad campaign by Fanatics Sportsbook, featuring Kendall Jenner, aims to drive consumer action rather than mere viewership, leveraging the "Kardashian Kurse" meme to engage audiences [1][7] - CEO Matt King reported that the ad has surpassed expectations, resulting in a significant increase in app downloads as the Super Bowl approaches [2][5] Group 1: Campaign Performance - The ad has led to a notable spike in downloads, with momentum increasing as the game nears [5] - Jenner's participation, including a $1 million bet on the New England Patriots, has generated buzz among fans and contributed to the campaign's virality [5][6] - The interaction between Jenner and her ex-boyfriend Devin Booker has further amplified the campaign's reach on social media [6] Group 2: Marketing Strategy - King emphasized the importance of blending social media with traditional advertising to maximize impact, highlighting the campaign as a successful example of this strategy [8][9] - The campaign's creative execution and the choice of talent have been pivotal in generating organic engagement and discussion among viewers [9] Group 3: Consumer Engagement and Responsible Gaming - Fanatics Sportsbook is seeing a trend where most bets are being placed against Jenner's pick of the Patriots, indicating a dynamic betting environment as the game approaches [11] - The company is committed to promoting responsible gaming, providing tools for new users to set deposit limits and understand their options on the platform [12][13] - King noted that raising awareness of the brand and its offerings is a key challenge, with the Super Bowl campaign serving as a critical component in building brand recognition [16]