DraftKings partners with VaynerMedia to charge up social efforts

DraftKings and VaynerMedia have formally linked up, with the sports betting giant set to leverage the renowned digital agency to bolster its in-house social media machine.

DraftKings has been among the most aggressive operators in using social media as an awareness, acquisition, and retention tool since entering the space following the repeal of PASPA in 2018.

Be it by purveying promotional markets and odds boosters, producing organic digital content, or taking advantage of brand-building opportunities, DraftKings’ presence across the key social platforms has been pervasive and ubiquitous.

VaynerMedia, founded by entrepreneur and media personality Gary Vaynerchuk, will now be supporting those efforts.

“[DraftKings], like everybody else, realizes that there is unbelievable brand-building alternatives inside social and digital and shopper perception extraction,” Vaynerchuk said in an interview with Ad Age.

“We will assist their efforts in scaling their social, their branding, their up-to-date branding, utilizing our quantity mannequin.”

Vaynerchuk was referencing VaynerMedia’s “Vayner Quantity Mannequin,” a proprietary tool that effectively helps companies determine the success and cut-through of various types of social media content, while producing insights to guide future campaigns.

It’s likely that VaynerMedia will implement the mannequin as part of its integration with DraftKings.