DraftKings Continues National Ad Focus With Rick Ross Music Video
DraftKings has released a music video collaboration with hip-hop heavyweights Rick Ross, Fat Joe, and The Lox.
“The Game” is a basketball-themed production that arrives during the NBA postseason and includes clips of several teams, including the Boston Celtics.
Online sports betting in Massachusetts is now live, and MA bettors can place wagers on the NBA Playoffs using the DraftKings Sportsbook app.
DraftKings’ venture into music production
The video comes a month after DraftKings CEO Jason Robins indicated that the company planned to cut back on local marketing efforts in favor of national campaigns.
The track is already a success, given the positive reaction from hip-hop fans and various media outlets. It taps into a musical genre that is intertwined with basketball culture and popular worldwide.
“The track serves as a tribute to basketball and the broader hoops culture,” according to DraftKings. “It’s inspired not only by the competition but the lifestyle that makes the game special—on and off the hardwood.”
With catchy and clever lyrics and a slickly produced black and white video of game clips including one showcasing Celtics forward Jayson Tatum, the production resembles the NBA’s official highlight reels.
The most significant difference, however, is that the DraftKings video also features split-second montages of betting terms and call-outs like “bet on your favorite.” That could be construed as subliminal messages to fans.
The lyrics are straight up rap braggadocio with verses from Fat Joe, Ross, and two members of The Lox: Styles P and Jadakiss.
It’s no surprise that DraftKings went the hip-hop route as one of its podcasts, “The Starting Five,” frequently highlights hip-hop artists. Fans can stream the track on all the major music streaming services and view the video on YouTube and DraftKings’ social media channels.
This makes the marketing campaign available far outside the confines of Commonwealth TV and print ads. The operator’s online sportsbook is live in 21 states as of April 2023.
DraftKings ads in Massachusetts
While DraftKings produced a Massachusetts-focused TV ad to commemorate the legalization of sports betting in the Commonwealth, it has yet to follow up with other marketing efforts.
Thanks to the new NBA collective bargaining agreement (CBA), NBA players can now be sponsored by sports gambling ventures. Perhaps DraftKings dips its toes into that market and strikes a deal with Celtics players.
The obvious answer would be Jayson Tatum, as he is one of the top contenders for MVP this season. He is one of the league’s brightest stars, and already has the backing of household companies such as Jordan Brand, Gatorade, Subway and NBA 2K.
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