Campaign Overview

RBI brought DraftKings Casino together with Wheel Of Fortune to deliver the DraftKings Casino Multiplier Tournament, a first-of-its-kind, tournament-style theme week that fully integrated the brand into gameplay, storytelling, and viewer engagement across five consecutive nights. The campaign leveraged a custom bonus round format, branded wedges, set presence, on-air messaging, social amplification, sweepstakes, and first-party data collection to create a high-impact, multi-platform brand moment.

In-Show Integration & Custom Gameplay

Across the week, branded multiplier wedges appeared on the Wheel, allowing contestants to increase winnings during regular gameplay. The week ended in a championship episode featuring a never-before-seen Bonus Round. The top three contestants returned to compete in a fast-paced, toss-up style Bonus Round with multiplier envelopes (2x-4x), creating the opportunity to amplify winnings. A custom DraftKings Casino 10x Multiplier Wild Wedge added an additional layer of excitement and raised the top potential prize to $500,000.

Viewer Engagement & Extensions

The partnership extended beyond the broadcast with a viewer sweepstakes, inviting fans at home to enter the Bonus Round solution for a chance to win $10,000. This drove traffic to WheelOfFortune.com while capturing first-party data. The campaign was further amplified through social media coverage, ensuring reach and engagement beyond linear television.

Results & Performance

18.2 million total viewers, making Wheel of Fortune the #2 largest audience across all linear television during the promotion week

13.5 million page views on WheelOfFortune.com during the promotion window

2.69% engagement rate across social posts supporting the theme week

Key Takeaway

By embedding DraftKings Casino directly into Wheel of Fortune’s mechanics, the partnership delivered standout visibility, massive reach, and sustained engagement, extending beyond linear broadcast with an additional week of streaming availability on Peacock, Hulu, and Hulu on Disney+.