Prize Picks

 

    

    The brand that I selected to talk about is the sports betting app PrizePicks. There is a lot of buzz surrounding this popular app on all social media platforms these last few months. With this brand it's hard to gauge what the public is saying about it because the service they provide is the user making the decision so ultimately they are responsible. Yet I'm sure there are individuals that absolutely despise them for the amount of money they lost on their app and people who are "hooked" after a big win on this app.

    PrizePicks' brand proposition is marketed as a high-end DFS(Daily Fantasy Sports) site that gives its customers the best chances of "winning big". The company insures that they have 24/7 live support; for any questions that arise with using their app. While ensuring the user of their fast and secure withdrawals to make the user feel comfortable while on the app with their money.

    On PrizePicks social media most of the comments on their post or either positive or they are questions. For instance one positive comment from 3.vvast stated, "I love you PrizePicks, I apologize for my actions". While another positive note that nathan_hok94 said, "I respect it", in regards to individuals getting a free "lock" for their servers being down. However, there are a handful of negative comments. One of them coming from presidentrj stating, "They won't respond to the void Allen comments tho, such a mockery". Clearly being upset that his question is not being answered.

    With PrizePicks there main goal on social media is to intrigue new and active users of placing a bet on upcoming games. They like to highlight certain reductions to their stats to make it seem like a no brainer to go with the over. For instance this upcoming NFL game where the Kansas City Cheifs are playing the Cincinnati Bengals, they have a reduction for the Bengals quarterback Joe Burrow to throw over just 1 passing yard! Seems super easy that will hit, all you need to do is come up with one more and if its successful in what you pick you could win 3x your money. That last line is what PrizePicks is essentially projecting to whoever sees there social media presence.

    With PrizePicks they excel in certain areas of marketing really well. They are on most social media apps such as Twitter, Instagram, TikTiok, and Facebook. With all there sites they are quick and informative with their post for stats of a certain player to incentives they have for their betting app. For instance, they love to give out a free pick up to $20 on it. Essentially giving out these free picks entises more users to download the app to get this free bet as well place future bets. A concept that I think is pretty creative on their end is that every Tuesday they have whats called "Taco Tuesday" and on the app they have players that are slightly lower than what their line is for whatever games are going on that day. With these players they'll have a taco next to them showing the reduction. No other betting app does this incentive which I believe is what makes them the best candidate for these types of apps for their creativity. With their marketing efforts they reek in on the beneifet of earned media across all platforms. Essntially what happens is users on Tiktok or Twitter will put out their picks for the day and people love to either ride with their picks or to add some of info into their own picks. With these creators showing their 5 leg parlays it allows PrizePicks to not have to advertise any money to these people and strictly just earn the media attention through these people for their app.

 PrizePicks is limited to the amount they respond to on social media apps. My personal opinion of the matter is that they project having a 24/7 customer service line for help, so if you have any questions they want you to use their resource rather than telling them on social media. I did however look on Twitter and the PrizePicks account did respond to some questions are their post but it was very limited. I personally think they should respond more on their social media because addressing the questions that arise in a quick way makes the user more likely to consider downloading and using the app if there questions are met.

If I was the brand manager I would use their social media in a more effective way. Specifically, frequent questions, I'd look at what the majority of questions where about and either comment on the question and pinn it so everyone who goes to the comments easily sees it right away, and eliminating the majority of repeated questions asked. Or another way I could approach it would be to incorporate the answers to the frequent questions being asked in the comments directly on the post. For instance, "Joe Burrow Over/Under 1 passing yard, Use it as many times you'd like, up to $20 bets". Thus the post tells the user that this deal they are giving I have a max of $20 I can put on this bet and I'm able to use this as much as I want.

I learned the marketing scheme with these sports betting apps is very succesful and how they are able to get a vast majority of people hooked on to their sites. The whole idea of marketing is to portrays your service and get individuals to keep coming back for your service. That is something I think PrizePicks did very well and slowly you will see more sports betting apps continue to pop up for how successful they are as a business.