Last year, former-tight end Rob Gronkowski missed FanDuel’s first “Kick of Destiny.” It’s haunted him ever since. In 2024 he came back to finish the job - but this time, fans could pick he’d make or miss it on the FanDuel app.

There’s a method to the madness: because Super Bowl marks the end of the NFL season, simply making a commercial to run during the the big game didn’t make sense for a sports booking company. That’s too late. So we co-opted the conversation in the month leading up to the game, acquiring millions of new customers along the way.

The campaign kicked off during the NFL playoffs, ultimately leading up to a live field goal kick right before the Super Bowl’s coin toss.

This social asset might be one of my favorites ever made/written.

Actually, I might’ve had more fun making the cover page of Kicking Leg magazine.

Finally, it was time for Gronk’s live kick the morning of Super Bowl Sunday, right on the Vegas strip.

We hijacked the CBS pregame show right before the coin toss.

We had 40 minutes to input the live kick footage into our outcome-specific Super Bowl spot.

We shot a bunch of social, too. And had fun doing it!