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How Underdog Fantasy Turned Sports Fandom Into Action in St. Louis

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Industry

Healthcare

Goals

Underdog Fantasy sought to build brand awareness in the St. Louis region while introducing local sports fans to a platform they could use immediately in Missouri. The campaign was designed to reach sports audiences across levels of familiarity—from casual game-day viewers and fantasy newcomers to seasoned sports enthusiasts—while ultimately driving new users to the Underdog platform.

Results

Underdog Fantasy generated more than 430,000 in total campaign reach and drove 188 engagements with the Underdog brand through a strategic mix of newsletter sponsorships and social media promotion. The campaign gained momentum as it progressed, with the December flight alone delivering 304,377 in total reach and 114 clicks, demonstrating the value of maintaining visibility throughout the sports season.

Key Product

Integrated Campaign

430,816
Total Campaign Reach
188
Total Engagements
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The Solution

Reaching St. Louis Sports Fans in the Moments That Matter

Underdog Fantasy partnered with St. Louis Magazine on a digital campaign designed to introduce the platform to regional sports fans and encourage audiences to engage with Underdog during key moments in the sports calendar.

Running from September through December, the campaign combined 19 newsletter sponsorships and social media promotion to reach audiences ranging from casual game-day viewers to experienced fantasy sports fans.

The creative gave audiences a clear understanding of both what Underdog offered and how they could participate, while making the campaign feel relevant to the St. Louis market. Featuring St. Louis native Nelly helped localize the campaign and create an immediate connection with regional audiences. Early messaging announced Underdog's availability in Missouri and encouraged audiences to make sports picks, while later creative introduced prediction markets and promotional offers designed to give readers a reason to try the platform.

This progression allowed the campaign to move beyond simple brand recognition—educating St. Louis audiences about Underdog while creating direct opportunities to engage with the platform.

How The Story Reached St. Louis

The campaign maintained visibility across St. Louis Magazine's newsletter and social audiences during two strategic flights in September and December, connecting Underdog with readers while sports and game-day conversations were already top-of-mind.

In September, Underdog appeared across the Daily and Recap newsletters alongside social promotion, generating 126,439 in total reach and 70 clicks.

The December campaign expanded that presence across the Daily, Dining Out, and Recap newsletters, generating 304,377 in total reach and 114 clicks—more than doubling September's reach while also increasing direct traffic to Underdog.

Together, the campaign delivered:

  • 423,409 Total Newsletter Reach

  • 7,407 Total Social Reach

By pairing broad awareness with clear calls to action, each placement provided another opportunity for St. Louis audiences to discover the brand, understand the platform, and engage directly with Underdog.

The Impact

The strength of the Underdog Fantasy campaign came from combining localized creative, timely sports-focused messaging, repeated exposure, and direct opportunities to act. By featuring St. Louis native Nelly throughout the creative, Underdog brought a recognizable local connection to a national brand while introducing its platform to Missouri audiences.

Rather than relying on one message throughout the campaign, the creative evolved alongside Underdog's offerings. September introduced the brand to Missouri audiences and encouraged readers to begin making picks, while December highlighted prediction markets and promotional offers. That gave the campaign fresh messaging while maintaining a recognizable Underdog presence throughout the season.

The results also demonstrate the value of building momentum over time. December generated approximately 2.4 times September's reach and 63% more clicks, helping the full campaign surpass 430,000 total reach and drive 188 engagements directly with Underdog.

By meeting sports fans within content they were already engaging with and pairing that visibility with straightforward messaging about how to participate, Underdog Fantasy was able to build regional awareness while creating a direct path from discovery to action.

 

 

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