Fanatics Sportsbook has launched a new ad campaign fronted by social media celebrity and former college gymnast Olivia “Livvy” Dunne.
The new ad campaign series, “Explained By Livvy Dunne”, launched this week ahead of the start of the new US football season and marks the first campaign from Fanatics Betting & Gaming’s new creative agency, Anomaly.
“As a disruptor brand, Fanatics Sportsbook is rewriting the category playbook,” said Selena Kalvaria, chief marketing officer at Fanatics Betting & Gaming. “By leveraging the power of Fanatics and working with a cultural force like Livvy, we’re telling our story in a way that expands our reach with existing betting audiences – and speaks to new ones, too.
“With Livvy, we have a national champion showing up in unexpected ways to explain what makes Fanatics Sportsbook different, and more rewarding, for sports fans.”
The ads were directed by Grammy-winning filmmaker Calmatic and focus on three key offerings from Fanatics Sportsbook – its Gameday Guarantee for every college and pro football game day; the Fair Play promise that refunds or pays-out on pro football player prop bets if a player is out due to a first-half injury; and FanCash rewards.
“As a proud member of the Fanatics family, I’m excited to partner with Fanatics Sportsbook to welcome more people into the sports world in a fresh way,” said Dunne. “It’s easy to use, genuinely fun, and makes the whole experience feel more like being part of the game.”
The campaign went live this week across all major US TV networks, OLV, OOH, audio and podcasts, paid and organic social, and a variety of influencer partnerships.
The “Explained by” creative concept will also feature in a new campaign for Fanatics Casino later this year, fronted by an iconic male spokesperson.