FanDuel begins Dual Fan campaign
By Derek Winkler
Online betting service FanDuel Canada has begun a new campaign called “Dual Fan” in advance of the FIFA World Cup soccer tournament. Developed by OneMethod of Toronto, the campaign is based on the theme of Canadian soccer fans supporting more than one national team during the tournament. It makes use of a series of limited-edition double-sided scarves depicting the colours of the Canadian national team on one side and those of one of the 47 other participating national teams on the reverse. Additional elements include influencer activities, watch parties and a wrapped Toronto streetcar. Public relations are being handled by NarrativeXPR, with social media support from Bonus Track.
“Canada’s relationship with international football is unique because so many fans here carry multiple identities at once,” said Max Sawka, managing director of OneMethod. “You can grow up in Canada while still feeling deeply connected to another country through heritage, family or culture. Dual Fan was inspired by that layered fandom and designed to make it visible in a way people can wear proudly throughout the tournament.”