Rob Gronkowski

Kick of Destiny

The live Super Bowl campaign at the center of Rob's work with Gronkowski: three editions, two Grand Clios, and a broadcast that peaked at 51K+ concurrent viewers.

It started with a tweet. In December 2022 Gronkowski posted "I'm kind of bored," three words that pulled nearly 70,000 likes and had two NFL teams calling his agent within a day, sparking comeback rumors across the sports world. Then he went on Up & Adams, the channel Rob launched, and revealed it was the teaser for his FanDuel partnership, covered by Sports Illustrated and the New York Post. A three-word post became national news before the campaign spent a dollar, and that partnership became Kick of Destiny.

With Bussin' and Up & Adams

Gronk on Up & Adams

Gronkowski became a regular on the channel Rob launched with Kay Adams, from Super Bowl recaps to Derby previews.

With Jordan Spieth

Gronk across the channel

A sample of the Gronk content published on FanDuel's flagship channel during Rob's run.

Gronk takes over the @FanDuel account

Super Bowl LIX week, Rob was hands-on running FanDuel's X account for a live Gronk "Ask Me Anything." The build was a promo giveaway that pulled hundreds of fan questions, a hype post handing Gronk the keys, then Gronk answering the best ones on camera through the night.

Gronk on GIPHY

Part of FanDuel's GIPHY library that Rob built, a billion-view channel. These Gronk reactions live in texts and group chats. See the channel →