FanDuel

Kick of Destiny

MWW

Creative Technology, Prompt Engineering, Real-Time Strategy

  • THE EXPERIMENT

    FanDuel's Super Bowl activation, Kick of Destiny, was built around Rob Gronkowski attempting a 25-yard field goal at halftime. As VP of Creative Technology at MWW, my role was in the war room: monitor social, support real-time brand response, react live.

  • WHAT IT PROVED

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment, what it handles, what it can’t, where controls must be airtight.

  • THE OUTCOME

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment; what it handles, what it can't, where controls must be airtight.

    ​

    The broader campaign:

    • 2M-plus new users.
    • 85% sports-betting share of voice.
    • Top 4 among all Super Bowl sponsors in social SOV.
    • 50k bets per minute at peak.
    • Grand Clio.

    ​

    My experiment ran in the background. The findings didn't.

FanDuel

Kick of Destiny

MWW

Creative Technology, Prompt Engineering, Real-Time Strategy

  • THE EXPERIMENT

    FanDuel's Super Bowl activation, Kick of Destiny, was built around Rob Gronkowski attempting a 25-yard field goal at halftime. As VP of Creative Technology at MWW, my role was in the war room: monitor social, support real-time brand response, react live.

  • WHAT IT PROVED

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment, what it handles, what it can’t, where controls must be airtight.

  • THE OUTCOME

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment; what it handles, what it can't, where controls must be airtight.

    ​

    The broader campaign:

    • 2M-plus new users.
    • 85% sports-betting share of voice.
    • Top 4 among all Super Bowl sponsors in social SOV.
    • 50k bets per minute at peak.
    • Grand Clio.

    ​

    My experiment ran in the background. The findings didn't.

FanDuel

Kick of Destiny

MWW

Creative Technology, Prompt Engineering, Real-Time Strategy

  • THE EXPERIMENT

    FanDuel's Super Bowl activation, Kick of Destiny, was built around Rob Gronkowski attempting a 25-yard field goal at halftime. As VP of Creative Technology at MWW, my role was in the war room: monitor social, support real-time brand response, react live.

  • WHAT IT PROVED

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment, what it handles, what it can’t, where controls must be airtight.

  • THE OUTCOME

    Where the LLM broke down: tone drift, over-literalism, misreading emotional moments. Where it held: neutral responses, templated engagement, rapid reformatting. The log became an early internal case for live LLM deployment; what it handles, what it can't, where controls must be airtight.

    ​

    The broader campaign:

    • 2M-plus new users.
    • 85% sports-betting share of voice.
    • Top 4 among all Super Bowl sponsors in social SOV.
    • 50k bets per minute at peak.
    • Grand Clio.

    ​

    My experiment ran in the background. The findings didn't.