Mike Raffensperger, Chief Commercial Officer of FanDuel: Second Screen Success
Mike Raffensperger, Chief Commercial Officer of FanDuel, talks with MMA Global CEO Greg Stuart about the changing role of CMOs, the legalization of online gambling, and why brand marketing and performance marketing are the same thing, in the long run.
Building Better CMOs and Marketing Leaders
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Show Notes
There are some necessary dividing lines in FanDuel CCO Mike Raffensperger's line of work. The most obvious one is that online sports gambling is legal in 19 states, but not others. The company also refuses to do name & likeness deals with college athletes because many of them aren't old enough to gamble, Mike explains. But he outright rejects the idea — widely accepted in some marketing circles — that there needs to be such a bright line between brand and performance marketing.
"What human being experiences a brand or marketing that way?" he says. "'Ah, I see their new television campaign is out, building their brand attribute... I've formed a more intimate relationship with this company.' A little bit later, I'm on Twitter: 'Oh, they've got a special offer that is 20% off this week! I should click on this and activate.' Nobody does that! That's not the way anybody actually has a consumer journey."
Today on Building Better CMOs, Mike talks with MMA Global CEO Greg Stuart about why CMOs are becoming more like strategic leaders, how FanDuel became "one of the most successful second-screen experiences in the world," and the challenges he is tackling beyond just legalization. Plus: Why FanDuel is able to says it airs more live sports than any other company in America.
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This episode was produced and edited by Eric Johnson from LightningPod.fm.