The Sound of DRAFTKINGS Network

The Sound of DRAFTKINGS NETWORK is an extensive Sonic Identity System created for DraftKings looking to deliver fresh info-tainment to a growing "skin in the game" audience across areas like Tech, NFTs, Investing, Entrepreneurs, Gaming and Crypto across multiple digital visual, audio and eventually broadcast channels with an ambitious and growing number of shows and podcasts.

The most unique aspect of this branding project was our “synchronized branding” process - a pure collaboration of sonic and design agencies working together. Both sides participated from day one in each other’s research, discovery and analysis, co-designed a holistic A/V branding strategy, co-led client workshopping sessions, and had constant influence on each other’s work throughout development. The result is an extremely flexible, and modular A/V branding system that the client referred to as a “perfect holistic branding hug”.

As a foundation, we needed to develop a musical language with cultural relevance to all target groups within our “skin in the game” audience. Research revealed that EDM had the highest affinity across all audience verticals, and within this "trap" music did the best job evoking our core brand values of "fresh, curious, electric, knowing, and approachable" and our “fun, modern, rebellious, edgy” personality. This highly creative, experimental style allowed us to craft a unique sound (78% tested saying "very unique") using DJs to get a legitimate, spontaneous feel that outperforms on all our brand values in focus testing.

One sonic branding 'first' was using the "Drop” formula to convey the DKN consumer experience of the building ANTICIPATION of breaking content to a moment of SUSPENSE and then delivering a satisfying PAYOFF of receiving the cutting edge infotainment.

Another sonic branding 'first' was infusing actual ELECTRICITY into the brand's sonic DNA. As ‘electric’ was a top brand value used to describe the speed and excitement of the brand experience, we recorded various sounds of electricity and created unique virtual instruments to 'run an electric current' through the brand sound, making it possible to viscerally feel the buzz of excitement and speed of culture that DKN delivers.