Hire Mike Rice, — World-famous Copywriter. Sort of.
FanDuel Friends Mode
Goal: As part of FanDuel’s new mission to build more products for everyday sports fans, we wanted to give people a new take on season-long fantasy leagues — introducing FanDuel Friends Mode. It’s all the competition, camaraderie, and friend-on-friend crime you’d expect from your regular league, built on top of the flexibility and simplicity that only FanDuel can offer.
(And it worked, driving 230,000+ signups.)
- De-emphasize the money winnings to appeal to both more casual fans and regulators.
- Should live within the new FanDuel brand.
- Little-to-no budget (thanks to lobbyists and legal fees — that’s me doing the VO after the discount VO guy sounded “way too Canadian").*
*No offense, Canada. FanDuel’s just not legal there.
ForNew product launch, product marketing, in-product copy
Facebook post for launch

Facebook cover for launch

Launch offer language

A tweet that Dwayne Wade (and not I) definitely, totally wrote — NBA season
Explainer video
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Product landing page for launch

Friends Mode recurring invite email template (with variables)

Friends mode email invite, in season (with variables)

In-product sign up, step 1

In-product sign up, step 2

In-product sign up, step 3

League creation success message

In-product activity feed

In-product activity feed

In-product activity feed

In product standings view

In-product standings view, options
Brandon Marshall Has No Friends Next
The New FanDuel