Hire Mike Rice, — World-famous Copywriter. Sort of.


Goal: Turn the Jaguars in-stadium deck into new leads/players for FanDuel and a literal gameday fantasy for Jacksonville football fans.

  1. Establish FANDUELVILLE as a one-of-a-kind destination to watch football, during and after the game.

  2. Incentivize participation in FanDuel contests and other activations that run alongside or inside FANDUELVILLE.

  3. No mention of “money,” “Jacksonville,” “Jaguars,” “NFL,” or “alcohol” allowed.

ForInteractive promotion, game day experience

Stadium wall, outdoor sign


Stadium concourse banner, promoting ‘Mayor of FANDUELVILLE’ contest

Poolside cabanas

Inside the Mayor’s cabana

Tent/DJ booth

Tables for game-viewing

Survey booth with cabana giveaways

Stadium concourse banner, promoting 5th Quarter

Staff hand-out card, promoting 5th Quarter

See the 5th Quarter in action: