“Kick of Destiny,” FanDuel’s 2023 Super Bowl campaign, was something of a successful failure. While Rob Gronkowski’s live field goal attempt at the center of the campaign missed wide left, the sportsbook was more than satisfied with the brand buzz the stunt generated. On its app, 17 million users placed Super Bowl bets, making them eligible to share in a $10 million “bonus bet” giveaway for a successful kick.
Better still, it set up a sequel.
“From the moment [Gronkowski] missed last year, he looked up at me and said, ‘Andrew, I’m so sorry. You gotta give me another chance,’” Andrew Sneyd, FanDuel’s executive VP of marketing, recalled in an interview.