Fairness for Fantasy Sports Louisiana

A WINNING BALLOT MEASURE CAMPAIGN

We ran an integrated media campaign that drove a 33-point shift in voter opinion, leading to a huge win for legal fantasy sports in Louisiana.

Winning Ballot Measure

Goal

Pass a statewide ballot referendum to permit fantasy sports in Louisiana.

Challenge

Difference

A benchmark poll in August showed under a third of Louisianans in support of permitting fantasy sports—and nearly fifty percent opposed, with a third undecided. Turnout for elections were projected to be less than a third. Adding to the challenge, our likely supporters (men aged 18–49) were even less likely to vote. 

Approach

We created an integrated media campaign across television, connected television, search, social, programmatic video, and streaming audio. We drove more than 20M impressions with a net engagement rate of one third of our target audience. We leveraged benchmark surveys to measure our message efficacy in shifting public opinion and realized a two-digit increase early on.  

RESULTS

In Favor

On election day 60% of voters voted “yes” on the proposition to permit fantasy sports. Our victory represented over a third percentage point swing in less than 90 days.