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Butler, Shine, Stern & Partners for DraftKings

31/08/2015
Public Relations Specialist
New York, USA
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“Welcome to the Big Time” Proclaims DraftKings New Brand Campaign from BSSP Launches with Start of NFL Season Edward Norton provides voiceovers for all five 30-second advertising spots Boston, Mass., August 28, 2015 – In a new brand and advertising campaign breaking Sunday on FOX, DraftKings, a leading Daily Fantasy Sports (DFS) destination, illustrates the joys of competition, sports and winning with a bold tagline, “Welcome to the Big Time.” https://www.youtube.com/watch?v=bfCm6PJuL5I&feature=youtu.be The campaign is from newly-selected marketing and advertising agency Butler, Shine, Stern & Partners, which was awarded the DraftKings account following a national review. Coinciding with the start of the NFL season, the spots differentiate and explain the DraftKings experience in the DFS category by celebrating its fans and the fact that, just like the guys on the field, they are competing to win. Edward Norton, the three-time Academy Award nominated actor and filmmaker, provides voiceovers for the series of five initial ads, which showcase the experience of participating in DraftKings’ skill-based games, where users select new teams and players on a daily basis to win cash prizes. Vignettes highlight DraftKings participants’ passionate style of training, rituals and spike-the-ball enthusiasm for winning against the backdrop of experiencing sports in a participatory way. A second wave of ads will roll out in mid-September. “’Welcome to the Big Time’ is the perfect anthem for the DraftKings brand on multiple levels,” said Anthony Pitts, DraftKings VP of Marketing. “The ‘big time’ speaks to a level of fan interaction that is engaging and exhilarating, in addition to prizes and money-can’t-buy experiences that only DraftKings can deliver.” DraftKings has set itself apart in the DFS industry by expanding partnerships with major sports leagues, teams and events. Through these relationships, DraftKings creates winnable opportunities – on the field, behind the scenes and in the stands – that provide its audiences with even more ways to be part of the sports they love. “DraftKings is the hottest brand in the DFS industry, successfully merging sports, technology and fan reverence in a single unique offering, “said Patrick Kiss, Managing Partner at BSSP. “Our challenge with this new campaign was to explain how DraftKings works and why its platform goes beyond fantasy as usual. We immediately saw leveraging how fans interact with DraftKings as the best way to tell the brand’s story.” The launch campaign begins during NFL pre-season on Sunday, August 30 when a series of broadcast ads specific to football will air on FOX, ESPN, NBC and CBS. BSSP will also develop advertising across other media channels that initially will include out of home. Pitts commented on BSSP as the company’s new agency, “As we begin the next chapter in our company’s growth, we need an agency that understands how to continue to grow our brand with impactful, results-focused advertising. We selected BSSP because they demonstrated a solid understanding of our community, coupled with a proven track record in creatively raising the profile of emerging brands.” As BSSP takes over the development of advertising and marketing communications across media channels, Havas Edge – who provided outstanding strategic counsel and creative services as DraftKings’ first advertising agency – will continue as the company’s media buying agency. About DraftKings DraftKings, Inc. is a leading skill-based Daily Fantasy Sports (DFS) gaming destination for fans in North America to compete in single-day online games for cash and prizes across the largest variety of professional and collegiate sports. DraftKings is the exclusive DFS partner of Major League Baseball, the National Hockey League, NASCAR, Major League Soccer, and Ultimate Fighting Championship. Founded in 2012 by CEO Jason Robins, CRO Matt Kalish and COO Paul Liberman, DraftKings is headquartered in Boston, Mass. About BSSP BSSP, www.bssp.com, is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, media strategy and buying, brand identity, design and strategic brand consulting. BSSP is one of the largest independent agencies in the West and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Nature Made, Priceline, MINI Cooper, HTC, Blue Shield of California, Greyhound, El Pollo Loco, Sunrun and others. Adweek named BSSP Small Agency of the Decade, and Outside magazine recognized the agency by putting it on their list of Best Places to Work in America in 2011, 2012, 2013 and 2014. Further, Forbes.com deemed BSSP "one of the top 10 agencies in the country” in 2012. BSSP is a member of Worldwide Partners, a group of 95 independent agencies around the world.
About The Marketing Standard

Toni Lee is a communications specialist with expertise in developing strategically focused marketing, public relations and social media programs for companies that include both internal and external channels.

Her clients are predominantly in the business-to-business space, with most in the marketing services, advertising, financial services, venture capital and publishing fields.

In the course of her 25-year career she has worked on behalf of such well-known companies as Ogilvy & Mather, Deutsch, Harvard Business Review, Conde Nast Magazines, Rupert Murdoch, Franklin Resources, Village Ventures, Inc. Magazine and many others.

Toni founded TL Communications in 1998 following a seven-year tenure at Grey Advertising. Since beginning her own firm, she has worked as a consultant to Ogilvy & Mather North America, managing its internal communications and public relations efforts.

In addition, her clients include and have included a variety of creatively focused companies such as Butler, Shine, Stern & Partners, Digital agency Blue State Digital (the agency behind Obama), Promotional marketing firms TracyLocke and Ryan Partnership and financial firms Hightower Partners and Bowen & Company.

Toni honed her PR skills at Howard Rubenstein & Associates in New York and also worked at a variety of PR firms including Lobsenz-Stevens and KCS&A.


"Any business, especially an agency business, has to promote both the product and the people, the work and the workers. Partnering with Toni to find that right balance for me has been eye-opening. We’re in the business of selling more than just individual stories and features; it’s about sustainable ideas that build relationships."

Thomas Gensemer, CEO Blue State Digital


As head of Advertising Women of New York’s PR committee, Toni helped found and create “The Good, Bad & Ugly Awards,” as a mechanism to help AWNY establish and build its brand within the advertising marketplace.

She has served on the board of directors of the BrandCenter, a graduate School at Virginia Commonwealth University. A graduate of University of Pennsylvania, she resides in Wilton, CT.

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