Strategy: Duncan Heeney
Creative: Spencer Afonso, Alex Norling,

CHALLENGE

The early cash out feature has been a mainstay of other sportsbooks for the better part of a decade. How do we make the it feel unique and fresh when Rivalry joins the party late?

INSIGHT

Cashing out can often be seen as a sign of anxiety among bettors. Something you only do if you’re worried your pick may lose. We chose to play up this aspect of the feature while also driving home that “it’s OK to chicken out sometimes.” Showcasing the money you still win be doing so.

EXECUTION

In order to create a united narrative I worked with both our internal creative team and our internal product design team to build a product that differentiated itself from other cash out products, while also clearly communicating the value cash out provides.

“Chicken Out” kept our brands playful nature alive while also still effectively conveying it’s product purpose.

This branded product carried over into the advertisements where we leaned into the meme and what it really meant to Chicken Out.

Channels: Owned Social, Product, CRM

RESULTS

Increased per player sportsbook GGR by 3%

70%+ user participation in Chicken Out within the first month