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What if it were your job to revamp the DraftKings loyalty rewards program?
business promotions consumer insights incentives loyalty rewards daily fantasy
$1,600
top 50%
75
submissions
DONE
44 months ago
Small pic dk

Congratulations! You've just been hired by DraftKings' CEO Jason Robins to reimagine DraftKings' loyalty (rewards) program from the ground up. Here is an overview of DraftKings' current loyalty program. (If the loyalty program link does not work, see the attached PDF at the bottom of this challenge.)

For more context, DraftKings has expanded its products to include Sportsbook (sports betting) and Casino (casino games such as Blackjack), two great complements to the DraftKings Daily Fantasy Sports product. Now we want you to reimagine a seamless program to support the entire business. Keep in mind, the goal of the loyalty program is to increase product adoption and acquire new members. 

Deliverables

In your first meeting with Jason, he asked you to share your vision. Jason wants your loyalty program to focus on four key priorities: customization, rewardssimplicity, and cross-category adoption from one DraftKings product to another. Explain your idea(s) that would take each of these priorities to the extreme. Please answer the following in detail:

  1. Customization: What would a fully-customizable loyalty program look like for DraftKings? How does it deliver a customized experience to its customers and show that DraftKings really "gets" them?
  2. Rewards: In your new loyalty program, what kinds of rewards and benefits would users receive? How might rewards and benefits differ from one DraftKings product to another, and why?
  3. Simplicity: DraftKings customers think the current loyalty program is too difficult to understand and use. How do you plan on making the new loyalty program straightforward and easy to use? What will the customer experience be like? Walk us through the user process, from signup to redeeming rewards, customer service, and more.
  4. Cross-category adoption: DraftKings has Daily Fantasy Sports, Sportsbook, and Casino products. It's vital that the new program promotes seamless usage across all three. Think outside the box; beyond free entries and promos, how does the new loyalty program accomplish this goal?
  5. Which loyalty programs stand out to you as the ideal rewards programs? What makes them successful, and how could we apply their best traits to your new DraftKings loyalty program?

BONUS: Design a piece of marketing material that would motivate adoption across product verticals (play frequency and playing on new products).

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Additional Materials:
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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