In the 2021-2022 NFL season, Caesars Sportsbook made in-roads by effectively launching the brand, achieving customer acquisition goals and establishing ourselves as a major player in sports betting. The launch campaign had also given us some key insights to leverage as we evolved our creative and messaging for the 2022-2023 NFL Season:
People loved the character of Caesar: JB Smoove as Caesar had become synonymous with the brand, greatly aiding in brand recall, and Caesar quickly rose to the top as the most recognizable spokesperson/character in the category
Including the Manning family in our campaign drove association and credibility with sports and NFL
Audiences knew that our key differentiation in the market was Caesars Rewards - our best-in-class loyalty program that allowed customers to earn towards status and redeemable benefits with every bet
Because of these findings, and laddering to an overall shift in primary business objectives from acquisition to customer retention, we evolved our brand world to elaborate more effectively on the benefit of Caesars Rewards by showing what customers tangibly get from the program - led by our beloved cast of Caesar, along with Eli, Peyton, Archie and Cooper Manning. While the campaign did ultimately work to drive forward business KPIs, it also cemented the campaign’s presence in culture - getting a shout out from Barack Obama during his appearance on the Manningcast.
