Part of a 360 campaign
In late August, The Athletic launched its first campaign for fantasy football with the promise that its journalists’ insights and analytics will help you lose less this upcoming season. This unassuming claim was inspired by the recognition that fantasy has become a lot less about winning, and a lot more about avoiding being last – thanks to last-place punishments that have become popular over the past few years.

“We realized the fear of defeat is a lot more motivating than any promise of victory we could make,” said Amanda Ephrom, senior brand strategist of The Athletic.

The campaign highlights the insecurities of fantasy players and emphasizes how The Athletic’s quality journalism can help sports fans across the United States succeed in their fantasy football rankings and avoid the dreaded bottom of the bracket prize. The campaign lives across multiple platforms, including out-of-home, paid social, interactive, online video, OOH and audio.