Fanatics Super Bowl Spot Makes a Bet on “Bet on Kendall”
When one brand’s “inside” joke becomes another brand’s business advantage …
Source: YouTube
We are right about to get a tidal wave of Super Bowl advertising so I want to point out something really smart from brand Fanatics before it gets lost at sea.
The brand didn't just create a funny ad about its core business of sports digital retailing, betting, and gaming. No it did so much more than that. Fanatics created a story line that leverages spokesperson Kendall Jenner and her own self-awareness about her legendary dating life … turning it into a self-deprecating joke that every user is in on.
That's the difference between a good but soon-to-be forgotten Super Bowl spot and a strategic one.
Kendall Jenner knows that people talk about her dating history with sports figures as well as what happens when she breaks up with those sports figures. "The Kardashian Curse," as she calls it in the spot.
Instead of running from that narrative, Kendall leans into it. She makes fun of it and she owns it right along with everyone else who speculates about it. Fanatics then uses this to send a message: playing in the sports arena is about more than just the game. It's about the stories and the culture that surrounds it all.
That's a brilliant brand partnership, for both brands.
But here's what makes it even smarter: the timing. Fanatics released this spot before the Super Bowl, not during it. Most brands wait for game day, as do I to write about them. Fanatics understands its business model though because pre-game retail, gaming, and betting is when the energy is highest because people are placing their bets and the anticipation is building.
It’s this week before the game that their message is going to lead to business results, not just eyeballs on their ad. The day of the game it’s almost too late.
Fanatics is leveraging Kendall's self-awareness and willingness to laugh at herself to drive business when it counts the most, right now.
One brand leveraging another brand's storytelling and humor, with perfect timing and a clear business objective.
That's super perfection.
What's your experience? JIM