Cannes Lions

The Ultimate Fantasy Advisor

ESSENCE , New york / GOOGLE / 2019

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Our brief was to drive daily Assistant usage for different lifestyles and interests during key cultural moments. Our custom Google Assistant action provides a way for Google to get people into the habit of using Google Assistant to answer the questions that matter to them, and for Google and CBS to deepen the engagement they have with football fans and fantasy football players.

Idea

Over 15 Million people in the US participated in Fantasy Sports in 2017 and fantasy football players are notorious for their extensive research, monitoring news and scores to win their league. They access this content through all types of media to get an edge on their competition. Fantasy players end up watching stats change on their phones while missing the game they love. With the growing adaptation of voice, this naturally seemed to be the next outlet for fantasy users and it was a perfect opportunity for Google and CBS Sports Digital to team up and empower fans to play fantasy with the AI capabilities of the Assistant.

Strategy

The goal was to get our audience to see the Google Assistant as a smart, helpful companion, try it for themselves and/or talk about it, and, ultimately, build better habits with the help of the Google Assistant. So we combined proprietary data from CBS Sports and Google’s machine learning to give users real time advice on building and managing fantasy football teams.

Execution

The Ultimate Fantasy Advisor is a custom action on Google Assistant that combines proprietary data from CBS Sports and Google’s machine learning to give users real time advice on building and managing fantasy football teams as well as responses to queries on player statistics and projected performance -- using only their voice.

The action provides a way for Google to get people into the habit of using Google Assistant to answer the questions that matter to them and for Google and CBS to deepen the engagement they have with football fans and fantasy football players.

We leveraged CBS’ proprietary analysis to inform advice given within the Assistant custom action, focused on specific queries like “Should I draft?” “Should I start/sit X player?” and “Should I trade X player?”

Outcome

Overall, we received 275,000 queries. The thousands of uses throughout football season exceeded expectations for a brand new Google Assistant action. Ultimate Fantasy Advisor established itself as one of the most commonly used actions on Google Assistant on Sundays, the biggest day for fantasy football engagement.

The demo videos showcasing the co-branded Google Assistant Fantasy Football action allowed us to drive lift in lower funnel metrics and increased perception and intent.

The brand impact from over 170MM impressions was the primary goal. The results measured through a Millward Brown study exceeded benchmarks for breakthrough (exceeding ad awareness / recall by 9 points), favorability (measured a 10% lift, exceeding benchmarks by 7 points), and usage intent (11% lift, exceeding benchmarks by more than 10 points).

Similar Campaigns

12 items

The future of workplace experience in Google’s most radically sustainable space.

HUGE, New york

The future of workplace experience in Google’s most radically sustainable space.

2022, GOOGLE

(opens in a new tab)