Caesar's Engineering the Imperial Sports Wagering Rheum
In the competitive sports wagering industry, effective advertising is paramount. Operators scrutinize ad spend meticulously as customer acquisition cost is a crucial financial metric. Controlling advertising expenses opens the opportunity to increase profit margins. The key to success in mobile advertising campaigns is elusive, given the unpredictable tastes of the public.
Caesars Sportsbook, the rebranded William Hill, has found success with its "We are all Caesars" ad campaign, launched over a year ago. Academy Award-winning actress Halle Berry, actor/comedian J.B. Smoove, and the Manning family are among the stars featured in the ads, ensuring instant and lasting brand recognition for the sportsbook.
Cooper Manning, part of the Manning family, takes center stage in the new "Season 4," unveiled last week. Building this campaign required a swift launch, which Sharon Otterman, Caesars' CMO of Digital, discussed during last month's SBC Summit in New Jersey.
Otterman didn't have the opportunity to interact with Caesars until its acquisition of William Hill in April 2021. William Hill was more well-known for its English sportsbook than its U.S. presence. Upon takeover, the Caesars brand was recognized but not its online sports wagering product. Surveys showed mere 2% unaided brand awareness, shocking Otterman.
Lacking direct access to Caesars, Otterman focused her team on consumer interaction to gauge the strength of the Caesars brand. After thorough research, they designed their strategy for revitalizing the Caesars brand with the mission of "We are all Caesars." Finding an agency capable of turning around the concept swiftly was the next challenge.
Enter Ten6, a London-based ad agency, which Otterman knew from their ESPN days. Otterman and Ten6's founder and CEO Spence Kramer collaborated impressively, launching the campaign in an astounding 66 days. Partnering with celebrities, wrapping Uber cars with chariot skins, and re-skinning the mobile app helped Caesars promote its brand.
The campaign has been successful, significantly raising brand awareness. As Caesars reduces national ad spend and targets specific markets, such as Ohio expected to launch in January, the challenge remains to maintain brand recognition while catering to diverse market needs. With a clear narrative and precise messaging, Otterman believes Caesars can continue to thrive in the sports wagering industry.
- The "We are all Caesars" ad campaign, launched by Caesars Sportsbook (formerly William Hill), has achieved success, boosting the sportsbook's brand recognition, thanks to the involvement of popular figures like Halle Berry, J.B. Smoove, and the Manning family.
- Caesars' CMO of Digital, Sharon Otterman, turned to Ten6, a London-based ad agency, to revitalize the Caesars brand quickly, partnering with celebrities, advertising on Uber vehicles, and redesigning the mobile app for a swift and effective marketing strategy.
- While reducing national ad spend and focusing on specific markets like Ohio, set to launch in January, Caesars Sportsbook aims to maintain brand recognition and cater to diverse market needs by relying on a strong narrative and clear messaging, as advocated by Otterman.
