FANDUEL FOR GEN X WOMEN
Canva
SMAD252: Copywriting for Advertising
For this project, I was instructed to create an advertising campaign for FanDuel Sports that specifically targeted Gen X women, a demographic rarely acknowledged in sports betting marketing. The goal was to reposition FanDuel as an empowering and enjoyable experience for women, using emotional connection and nostalgia as key drivers.
Details
​
Researcher: Alice Roeper, Morgan Long
Copywriter: Alice Roeper, Morgan Long
Art Director: Alice Roeper, Morgan Long
Company: FanDuel Sports (Class Project)
Product: Empowered Play - FanDuel Campaign for Gen X Women
step 1: Research & strategy
-
To begin this project, I conducted research on Gen X women and their relationships with sports, nostalgia, and sports betting. I learned that this audience often feels overlooked in a category traditionally geared toward men, yet they respond strongly to emotional storytelling, personal connections, and the influential female athletes they grew up admiring. These insights shaped the strategic foundation of the campaign, leading to the big idea of reframing sports betting as empowering, reflective, and even therapeutic.
The unique value of this project rested in creating a campaign that not only appealed to Gen X women emotionally, but also challenged FanDuel’s male-focused image by welcoming them into a space where they felt seen, understood, and empowered.
Step 2: Creative Brief
Step 3: final deliverables
-
The final campaign included three nostalgic OOH posters featuring action shots of Serena Williams, Mia Hamm, and Lisa Leslie, designed to bring Gen X women back to the iconic sports moments they grew up watching. Alongside these, I created three full-page magazine ads using softer, studio-style photos of the same athletes to highlight the campaign’s self-care theme. Together, the six pieces balance nostalgia and empowerment, presenting FanDuel Sportsbook as both exciting and personally meaningful for Gen X women.
